nike

At the Copenhagen Marathon, IT’S YES produced a high-impact activation for Nike, based on a concept developed by Mutant. Installed along the race route, the “Hit the Wall” installation was designed to interact with over 23,000 runners in real time, turning a physical moment into a visual experience.

At the core of the installation stood a 6-meter-wide water curtain, functioning as a “water printer”. By precisely controlling the flow of water, the system revealed the Nike logo through the pattern of falling droplets. The effect required extreme technical accuracy, combining water control, pressure systems and timing into a single seamless output.

The full structure was engineered and built in-house, including a custom water basin for recovery and recirculation, as well as an integrated lighting setup to enhance visibility and impact, both day and night. A secondary illuminated Nike logo added an additional visual layer to the installation.

Installed on a sloped surface, the system required a perfectly leveled setup to function correctly, making precision during build and installation critical. With a tight overnight build window, strict safety regulations and zero margin for error, every element was first prepared in Belgium and later transported and executed in Denmark.

From engineering to on-site execution, the project combines technical control, safety and visual clarity, delivering a large-scale activation that performs under pressure, exactly when it matters.

Photos by Polina