SHAPA SOWETO
See Live Project
In 2021, we embarked on a transformative project with Nike, revitalizing the Nike Football Athletic Training Centre in Soweto, South Africa, to create the House of Purpose. Originally built ahead of the 2010 World Cup, the center aimed to provide a safe haven for football enthusiasts. However, its high fences and exclusive focus left many feeling excluded. Our mission was to redefine the space, tearing down barriers, and expanding facilities to cater to boys and girls of all skill levels and interests. The result? A dynamic hub offering diverse programming, including a skatepark, basketball court, and more, fostering inclusivity and community engagement.
Client
Nike
Agency
Futura
Year
2018-2022
Role
Lead Designer
Our design approach for the Nike Football Athletic Training Centre's transformation into the House of Purpose was deeply rooted in community collaboration and cultural authenticity. Drawing inspiration from the vibrant spirit of Soweto, we engaged in extensive workshops with local entrepreneurs, students, and athletes. This collective effort led to the creation of "Shapa Soweto," a brand identity that reflects the essence of the community. From the color palette mirroring Soweto's built environment to quotes by local residents incorporated into the design, every element pays homage to the area's rich heritage. Furthermore, our custom typeface, inspired by the interplay of light and shadow under the Sowetan sun, embodies movement and rhythm, seamlessly integrating with the facility's design language. Through this holistic approach, Shapa Soweto emerges as not just a sports center, but a symbol of empowerment and belonging for the future stars of Soweto.
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