Store Crown
Challenge

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Context

Objectives

Format

Nike challenged us to bring their 2025 Store Summit theme — Forward Together — to life in a way that celebrates performance and energises 900+ store leaders for the year ahead.

We designed The Store Crown Challenge: a large-scale, gamified experience where store managers tackled real retail challenges, celebrated leadership excellence, and strengthened the culture that connects Nike teams across EMEA.

Energise and Unite Leaders: Bring 900+ store managers together in an experience that celebrates teamwork, competition, and shared purpose.
Reinforce Brand and Culture: Embed Nike’s values and spirit through challenges grounded in real retail moments.
Celebrate Frontline Excellence: Spotlight the creativity and judgement that define world-class stores.
Create Lasting Engagement: Deliver a high-energy experience that inspires leaders for the year ahead and strengthens engagement across stores.
Learn Through Play: Use gamification and friendly competition to turn leadership, culture, and collaboration into hands-on, memorable learning.

In-person, large-scale gamified experience
Delivered during the 2025 Nike Store Summit in Portugal
900+ store managers, playing in 3 phases of ~300 participants
16 fast-paced challenges focused on retail, culture, and leadership
Competitive team format with a live leaderboard
Seamless large-group delivery with zero friction

Activity description

One Crown.
900+ Leaders.

At the 2025 Store Summit, 900 Nike store leaders from across EMEA stepped into The Store Crown Challenge — a high-energy, brand-immersive competition built around 16 fast-paced challenges.

Each one mirrored the real-world pace and personality of a Nike store, combining retail expertise, teamwork, and quick thinking in a setting that felt unmistakably Nike.

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Tackling Real Retail Scenarios

From identifying stores by image, to pitching athlete-focused innovations, to cracking live retail scenarios under pressure — every challenge tested what it truly means to deliver the Nike experience.

Teams racked up points, climbed the leaderboard, and competed for the ultimate Store Crown, celebrating leadership excellence in real time.

Celebrating Store Leadership

As the challenges unfolded, energy stayed high and competition friendly. The competition didn’t just showcase skill — it built shared momentum across cultures, languages, and markets.

By the end of the Summit, 900+ leaders left energised, united, and inspired to lead their teams forward, together.