NIKE Ava Rover – Product Launch Event
When NIKE and retail partner Foot Locker set out to launch the highly anticipated Ava Rover sneaker, they had just two weeks to create an unforgettable in-store experience—and they delivered in a big way. Working alongside creative agency Colorway, the event brought in world-class action sports athletes from across the globe, including European champions, and featured a fully rebranded setup from Dialed Action Sports. Every ramp, trailer, and piece of performance equipment was completely transformed to reflect NIKE’s Ava Rover aesthetic, setting the stage for an electrifying launch that felt more like a global arena event than a retail activation.
The result was an unforgettable consumer experience!
A Bold In-Store Event to Power the NIKE Ava Rover Launch
As consumer expectations rise, global brands like NIKE are increasingly turning to immersive entertainment to transform product drops into must-see cultural experiences. The NIKE Ava Rover launch took place in the heart of Philadelphia and featured a live BMX and MTB Trials show curated and executed by Dialed Action Sports, known for delivering jaw-dropping performances for worldwide audiences.
From the moment the crowd gathered, the atmosphere felt more like an X Games final than a sneaker release.
Custom-Branded Performance: Where Creativity Meets Precision
To match NIKE’s premium aesthetic and storytelling objectives for the Ava Rover sneaker, Dialed Action Sports fully customized every visual element of the performance.
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Branded BMX ramps engineered to align with NIKE’s color palette
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A fully wrapped performance trailer mirroring the Nike Ava Rover branding
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Athlete uniforms styled for seamless brand alignment
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Supporting signage and set elements that connected movement with product storytelling
Every element reinforced the sneaker’s message of movement, agility, and modern performance.
“Whether we’re working with a Fortune 500 company or a major product debut, branding integration is key to amplifying the consumer journey,” said Chris Clark, Partner and Corporate Client Manager at Dialed Action Sports.
This attention to detail ensured that the Dialed Action-branded performance felt like an organic extension of NIKE’s event strategy—not just an add-on.
World-Class Talent: Andrei Burton Takes Center Stage
Highlighting the lineup was European MTB Trials Champion Andrei Burton, whose precision riding and technical mastery kept audiences at the edge of their seats. Dialed Action’s BMX athletes delivered next-level aerial tricks, flips, and rotations that energized the outdoor audience before the performance moved indoors for an intimate in-store showcase.
With attendees crowded around the stage inside the store, NIKE transformed a typical retail experience into a high-adrenaline show floor.
Breaking Records Indoors: A World Record Moment
What started as an electrifying stunt show became a piece of sports history when Andrei Burton Broke a World Record for the longest bicycle gap jump, achieving an astonishing 9-foot leap inside the store.
The crowd erupted as Burton cleared the massive gap in front of the Ava Rover sneaker display, turning the NIKE Philadelphia location into the epicenter of performance, innovation, and brand storytelling.
Not only did this create a massive buzz at the event, but it also delivered high-value content for global social media engagement, tapping into athlete credibility and viral performance culture.
Where Brand Power Meets Action Sports
The NIKE Ava Rover launch activation demonstrated the power of aligning product storytelling with elite athletic performance. For NIKE, the event positioned the sneaker not just as footwear—but as a symbol of possibility through motion. For consumers, it was a shared brand moment they couldn’t get online or replicate elsewhere.
For Dialed Action Sports, the event showcased the company’s ability to deliver fully branded, turn-key entertainment experiences that operate at the highest level of precision, safety, logistics, and brand integration.
“Our mission is to help brands move beyond traditional marketing by creating moments that people feel, share, and remember,” added Clark. “Partnering with NIKE and Foot Locker on the Ava Rover launch was a perfect example of how action sports can elevate a campaign into a full-on experience.”
Why Dialed Action Sports is the Go-To for Global Brand Activations
Dialed Action continues to be a trusted partner for global brand activations thanks to their:
✅ Custom-branded show builds and performance integration
✅ Top-tier athletes including world champions and Olympians
✅ Safe, efficient, turn-key logistics for retail and experiential environments
✅ Ability to drive audience engagement online and in-person
If your brand is ready to launch, promote, or energize through live action, Dialed Action can help bring your story to life—with every flip, jump, and record-breaking moment.
