For the launch of a new Nike x Kylian Mbappé footwear collaboration, Nike challenged YARD to imagine a bold and meaningful stunt, a moment able to reconnect Kylian Mbappé with the street culture of Paris, where his story began.
Reconnecting with the city
To bring this idea to life, we chose a highly symbolic location: Les Tours Mercuriales, standing at the crossroads of Paris and its suburbs. A powerful backdrop to project Mbappé’s iconic logo and tease both the upcoming Air Max Plus 7 and his new Mercurial: a visual nod linking lifestyle and performance.
Reconnecting with the youth
Beyond the stunt itself, the activation was designed as a cultural bridge. A dedicated seeding was organized with UJA and hosted by Paroles Véritables, long-standing defenders of Mbappé’s voice, placing the product directly in the hands of youth.
Captured as it was lived
To stay true to the raw, street-level energy, the entire video asset was shot on iPhone. From concept to production, YARD designed the activation as a pulse moment, rooted in place, culture, and youth.
