LOS ANGELES, CA – May 2025 — Freehold joined forces with Nike to unveil “24.7,” the brand’s latest performance-meets-lifestyle product line designed for athletes on and off the court and field. To mark the debut, Freehold concepted and produced immersive launch environments that brought Nike’s “every hour is game time” ethos to life.
The centerpiece activation transformed flagship Nike stores across major cities into 24.7 worlds—complete with interactive touch displays, and multi-sensory product showcases. From engineered fixtures to narrative-driven installations, every touchpoint was built to inspire motion, mindset, and momentum.
Designed to mirror the all-day adaptability of the collection, Freehold also developed takedown versions of the experience that rolled out to the Nike store fleet highlighting, community, and cultural storytelling.
“With 24.7, Nike is redefining how athletes live and move—and we were proud to help bring that story into physical space,” said Brendan McDermott, Founder of Freehold. “Our goal was to match the versatility and innovation of the product line with environments that felt equally bold and high-performance.”
From concept to execution, Freehold’s partnership with Nike on the 24.7 launch underscores its ability to translate global brand stories into tactile, unforgettable experiences at scale.
About Freehold
Freehold is a creative studio specializing in experiential design, fabrication, and branded environments. With offices in Los Angeles, San Francisco, and Charlotte, Freehold partners with global brands to bring bold ideas to life—transforming space, storytelling, and strategy into experiences that move people.
Contact:
Geoff@freeholdgrp.comwww.freeholdgrp.com
