INDUSTRY
What We DoHow We Do ItWho We AreINDUSTRY ONE

Mad Maximus

Nike

Mad Maximus

Approach

In a continued creative partnership, Industry has once again joined forces with Nike to bring a bold cultural moment to life—Travis Scott’s Secret Tournament. First unveiled at ComplexCon, the underground-style experience makes its next stop at Coachella, evolving into an even more explosive collision of soccer, music, and self-expression.

Challenge

In the U.S., soccer often exists apart from mainstream culture. But this experience flips the script. Nike and Travis Scott are reshaping the narrative—uniting sport, street, and sound in one unforgettable event.

Solution

At the center is Mad Maximus, a raw, high-energy 1v1 cage tournament where some of the nation’s most fearless young players battle for supremacy. The twist? It’s all overseen by Commissioner Travis Scott, with appearances from a lineup of special guests who amplify the hype and authenticity.

As Nike’s long-time thought partner, Industry led the creative concepting, design, and experience art direction —building a world that’s immersive, cinematic, and culturally potent. From ideation to execution, this project is more than an event—it’s a statement.

Aerial view of a brightly lit, circular outdoor sports arena at night with one person inside and a crowd gathered around the perimeter.
A large crowd surrounds a fenced outdoor circular stage with people inside, set among palm trees under a sunny sky.
A group of people stand outdoors in a circle, reacting as a soccer ball is about to hit a man in the face. Some are laughing and others are surprised.
Three people interact at an outdoor event; one holds a microphone, while two press a soccer ball between their backs. A crowd and metal framework are visible in the background.
Two young men slide on gravel while competing for a ball during an outdoor sports game, with spectators watching behind a chain-link fence.
Two women compete for a basketball while a group of people, including a DJ, watch from an elevated platform behind a chain-link fence.
A group of young people gather closely, smiling and posing for a photo while one person in the center holds a microphone.
A young woman holds a Nike shoe box and sticks out her tongue while a man stands beside her with braided hair, arms crossed, at an outdoor event.
A person hands an item to someone on a raised platform behind a chain-link fence, while others on the platform watch and hold drinks.
Three men are playing soccer on a fenced court, with two standing and one crouched over the ball; a crowd is watching and reacting in the background.
A performer sings into a microphone in front of a chain-link fence, with a large crowd of fans reaching out and taking photos behind the fence.
A person wearing a green "90" jersey, large sunglasses, and several bracelets and necklaces stands outdoors at a crowded event.
Person wearing a blue and black Inter Milan soccer jersey, black Nike shorts, and orange sneakers stands in front of a chain-link fence.
The image shows the word "MAD" in bold, blocky text next to or above the word "CAZINE" in a rough, textured graffiti style on a white background.
A person with braided hair, wearing a face mask, sunglasses, and a t-shirt with a red and white graphic, stands on stage with arms crossed.
Black spray-painted shapes on a white background resemble abstract, jagged lines and two curved marks positioned above them.
Digital graphic featuring distorted green patterns on a black background, stylized "Cactus Jack" text in the center, and a green Nike swoosh logo below.
Abstract green shapes outlined in brown and two small green Nike logos are placed against a black background.
A basketball player wearing yellow sneakers prepares to throw a ball on an outdoor court during a daytime event, with a crowd and palm trees in the background.
Two men wearing casual streetwear pose together outdoors; one holds a brown Cactus Jack Nike briefcase, and a crowd is visible in the background.
A pair of green and brown Nike sneakers with yellow soles is hanging by the laces on a chain-link fence, with a blurred outdoor background.
A pair of green, brown, and white Nike sneakers with velcro straps placed on a metal fence with yellow and black caution tape.
An outdoor sports court with a black mesh fence is surrounded by palm trees and stage lights under a partly cloudy sky.
A person stands alone in the center of a circular, fenced arena illuminated with red lighting and surrounded by palm trees at night. The words "Cactus Jack" are projected onto the ground.

Client

Nike

Year

2025