Nike Activates Athlete-First Moments During Super Bowl Weekend

Rooted in an athlete-first approach, Nike brought its commitment to sport into focus over Super Bowl weekend with the Nike Super Bowl Athlete House — a space built to support athletes beyond the game. Serving as a home base for more than 80 athletes, along with their families and agents, the house offered room to reset, connect, and recharge during one of the busiest weeks in sports.

Inside, athletes experienced Nike’s latest innovations up close, including the Nike Mind 001 and 002, Nike Vision eyewear, and hands-on product sessions with Nike’s cleated teams. The environment balanced performance with culture, featuring a Full Swing golf simulator, elevated food and beverage moments, and a live customization studio led by local artist SKO Habibi.

Nike’s presence extended beyond the house at the Nike Smoke Shop hosted by Shoe Palace, where the brand paid tribute to the era when Deion Sanders first defined the Diamond Turf legacy. The event celebrated those who embody a “never duck the smoke” mentality, highlighted by a live in-store Q&A with Coach Prime, archival moments from Nike’s Bay Area history, and a rare look at unreleased PEs from Prime’s Closet — including an early preview of the Diamond Turf II “Reverse” and Shedeur Sanders’ debut PE cleat.

Looking ahead, Nike also reinforced its investment in the future of the game by expanding its global flag football partnerships, signing federations from Canada, Great Britain, and Mexico as they build toward the 2028 stage. The weekend closed with a surprise shock drop of the Nike Air Diamond Turf II Prime Closet “Reverse” during the Super Bowl LX Flag Football halftime show, alongside the unveiling of the Alpha Menace 5 — underscoring Nike’s continued focus on athletes at every level.