Nike

Beautycon

For years, Nike had a presence at Beautycon but often felt like an outsider among legacy beauty brands like L'Oréal and Redken. 
In 2017, OBE helped Nike redefine its place by doubling its footprint and creating an immersive, high-energy activation that took center stage. Over 6,000 attendees were drawn in by live performances, influencer appearances, and hands-on customization experiences, transforming Nike from a brand that blended in to one that stood out. At the heart of the activation was Nike Air Society, a platform designed to empower women by merging style, sport, and self-expression.

Nike invited festival-goers to explore its four key Air footwear styles and the Indy Logo Bra, unlocking exclusive perks like product customization and access to the Air Society Lounge, where guests enjoyed beauty-inspired services. The Air Customization Bar let attendees personalize their sneakers, while the Inspiration on Air stage featured influencer-led programming, including performances by Chloe x Halle and a live session with Liza Koshy and Olympic gymnast Laurie Hernandez. Nike’s presence at Beautycon wasn’t just about selling products—it was about sparking creativity, confidence, and culture.