Secreto Maximus

Tapping into Nike DNA, we brought back the iconic Secret Tournament ad from 2002, turning it into an actual live experience for Travis, ballers and fans. An ignition point for something bigger on the road to World Cup 2026.

Soccer has yet to break through culture in America.
Travis Scott approached Nike wanting to takeover ComplexCon with a secret coliseum of sport.

Inspired by the ad and Roman Coliseum, we introduced a never-seen-before pitch: a cage.

Three crews – made up of the best 15-18 year old ballers – played winners stays to determine the winning crew. Surprising both players and fans alike – Travis then brought out Nike Soccer legends (including Edgar Davids & Figo from original ad) to take on the winning crew in a secret final.

This was the first soccer execution ever at a ComplexCon, while introducing new elements to the experience. We created 12 screen animations, elevating everything from introducing team match-ups, celebrating goals scored, and amplifying moments of skill during the games. We designed custom jerseys and branding for each team – pushing the design of soccer kits to new levels of drip. Smoke machines, an emcee, DJ and of course Travis and his crew directing the proceedings took soccer where it’s never been before.