The Born Mercurial x Rebel Sport launch was all about the unveil. Channelling the bold and the unconventional, high-impact graphics and lighting brought the brand to life. LED-edged acrylic arrows led the way to an onsite barber to trim the NIKE Born Mercurial logo on those who dared. The buy-in was there before they even hit the main stage. Inside, there was a party – with animated projection installations, DJs, branded food carts and directed selfie moments – hosted by ambassador and soccer player Sam Kerr. Guests first saw the shoes on her feet and were then invited to try on for themselves.