While the World Cup kicks off on the field, Nike is opening a new chapter in the locker room with the launch of Nike Atelier. Designed as a custom program reserved for its athletes, this new branch embodies a more intimate and premium approach to creation. To champion this initiative, the Swoosh has chosen one of its most promising talents: Désiré Doué.
Photo credits: @nike (Instagram)
At just 21, the Paris Saint-Germain forward is set to play his first World Cup matches with the French team, starting with an opener against Senegal. To mark this moment, Nike has created a collection entirely centered around his profile with a clear message: “designed to the exact specifications of Désiré Doué”. In its official communication, the brand describes Nike Atelier as a platform where performance and personal expression meet, highlighting “the creativity and confidence that shape a new generation of athletes”.
Photo credits: @nike (Instagram)
Nike is taking advantage of this launch to introduce the Nike Merc Premium, the centerpiece of this collection. Inspired by the original Mercurial from 1998 and the running codes of the Pegasus line, the silhouette features a hybrid construction that incorporates a visible Air unit, symbolizing the link between football heritage and technical innovation. Doué is at the heart of the campaign, photographed in black and white in a Parisian workshop, in front of a bust stamped Nike Atelier Stockman Paris. While most of the Nike Atelier range is reserved for contracted athletes, the Merc Premium will be an exception with a release in early July. Be quick, though!