For the 2024 Olympic Games in Paris, Nike used digital out-of-home to redesign the city landscape, transforming the façade of the iconic Centre Pompidou into a hub where sport, art, and innovation converged. Inspired by the museum’s avant-garde influence on the Air Max 1, the campaign redefined victory as an art form, the ‘Art of Victory’, taking over the façade as well as the interior spaces. Despite the challenges of integrating a monumental digital display onto a historic landmark, the Centre Pompidou’s 5492m² LED façade - the largest outdoor sport installation in Europe - became a technological beacon, showcasing athletes and artistic content. Our stunning creative blended Nike’s own futuristic and playful content with Pompidou’s renowned artists, alongside the French government’s own ‘Grand Cause’ content, in which they empowered the public to move. Immersive activations, including the ‘Art of Victory’ exhibition and a skateable sculpture commissioned by Nike and developed by French artist Raphaël Zarka and architect Jean-Benoît Vétillard, reinforced the brand’s leadership in innovation and sport culture. We prioritised inclusivity and accessibility throughout our design, transforming public spaces into open arenas of expression, ensuring that locals, tourists, and global digital audiences could experience the celebration of sport firsthand. Nike’s out-of-home display reached more than 160 million people organically. In total, we drew 1M+ onsite visitors organically, welcoming a staggering 18 000 visitors to the exhibition (+20% vs plans). And the effect on the brand was equally impactful, generating an additional two million visits per day to the Nike website.