Athlete House was an invite only cultural hub hosted in Covent Garden to mark the return of the NBA London Games for the first time since 2019. Curating a meaningful presence in the city that reflected basketball’s cultural influence, and Nike’s long standing role in shaping it.

Anchored by an exclusive Nike DNA exhibition, the programme explored the evolution of basketball through Nike’s defining athletes, connecting past, present, and future. Guests engaged through jersey customisation using 90s heritage Nike graphics, NBA 2K gaming, photo booths, and arcade machines, alongside exclusive previews of new Jordan and Converse launches.

Tier 1 guests experienced a fully personalised journey, from one to one styling sessions and jewellery customisation to a dedicated photoshoot in the on site content studio with TLB Agency, before private transport to the game at The O2. All other invitees were welcomed into Athlete House for a shared live screening of Memphis Grizzlies vs Orlando Magic.

It was such a pleasure to work closely with the Nike DNA team, gaining access to their archive of nearly 50,000 objects. The exhibition was built around the concept of legacy in motion, spotlighting athletes who have moved the sport forward through performance, style, innovation, and cultural impact.

All content shot by TLB Agency. Creative by Jess Powell, Emma Townley. 2D Design and artworking by Ashton Moran, Helen Wilson, Hayley Hammond. 3D Spatial design by Emily Brookes, Charlie Dash. Build by Set Square Creative. Production by Meg Fryer, Adenike Kebi-Mola, Daisy Reed Gold, Gordon Reid, Calla Jefferies, Leslie Kofi Asante, Rosie Buirski, Hal Orchard. Account management from Rebecca Gee, Bex O’Hara, Joe Sargeant.