Nike Soccer: Hall of Phenomenal

Where Culture and Competition Collided.

During the 2014 World Cup, Nike Soccer set out to create more than an event, it needed a destination that embodied the lifestyle of soccer and positioned Nike as the leader in soccer culture across North America.

As Nike’s experience and production partner, ACF transformed a 40,000-square-foot warehouse in LA’s Arts District into the Hall of Phenomenal, a 10-week celebration of the world’s game. From World Cup viewings to open-play tournaments, performances, and retail activations, ACF designed and executed a fully immersive space where fans could watch, play, and live soccer like never before.

Working closely with Nike Soccer NA and LA teams, ACF built the strategy, programming, and operations that connected fans through authentic entry points, sport, music, fashion, and community. Over ten weeks, the Hall evolved from viewing hub to living campaign, bringing Nike’s “Risk Everything” ethos to life.

The venue hosted 22 viewing events and 60+ activations, transforming each match into a spectacle of sport and culture. From large-scale fan gatherings to late-night Winner Stays 4v4 tournaments and Nike athlete appearances, ACF turned the warehouse into a cultural arena pulsing with energy.

ACF also designed and operated an on-site Nike customization and retail space, merging commerce and culture through limited drops, product trials, and boot customization. The result: a living showcase of Nike innovation that let fans experience the brand through play.

Across 25 matchdays, 15,000+ attendees, and global media coverage, the Hall of Phenomenal became the heartbeat of soccer in Los Angeles, a movement that proved when a brand connects authentically with sport, it transcends marketing and becomes a moment that moves culture.

At ACF, we don’t just build events. We build epicenters of culture.