【2026进博会】NIKE 耐克「下一场 已开场」

NIKE 耐克｜第九届中国国际进口博览会 品牌展台「下一场 已开场」｜2026 年 11 月 5 日–11 月 10 日｜上海 国家会展中心 消费品展区 6.2 馆 C2-01 展位

2026 年 11 月 5 日至 10 日，第九届中国国际进口博览会在上海国家会展中心举行。耐克第七次参展，也是进入中国市场第 45 年，主题「下一场 已开场」，展位在消费品展区 6.2 馆 C2-01。

展台没有沿用运动品牌的科技黑盒子，而是把一座四合院搬进展馆。屋檐与榫卯（现场更接近飞檐、斗拱）被拆成尺度元件，围出中间的空场；屋顶曲线顺着 Nike Swoosh 走，熟悉的勾成了建筑轮廓。金属与木饰面交替，颜色压在木色与米白，高饱和留给产品。

平面是围合式的。观众从一侧进入，绕过庭院中心，沿四周依次经过跑步、篮球、ACG 户外与训练四区；China by Design 本土化展区放在动线重心，是这次的核心亮点。中庭给了停留的理由，站在中央能同时看见四个方向的产品。

制作难点不是单个造型，而是中式构件怎么在展馆尺度下成立。展馆有限高、承重与消防规范，屋檐要做出挑感，结构必须藏进去；榫卯不能真按古法受力，多数位置是装饰性再现，靠钢结构承重、木饰面包裹。AMC 建同（AMC Shanghai 与 AMC Nantong）交付了展台：南通工厂预制构件，上海团队负责搭建与六天运营，合作方是 Wispark China。

展陈以鞋墙为主。跑步区一面墙按竞速矩阵排 Nike Apex、Alphafly 4 与 Swooshfly；篮球区按球风而非场上位置分组；ACG 把云南徒步系列与 Radical Airflow 鞋款放在同一视线；训练区是 Hybrid Fly 与 Hybrid RN。产品上墙、文字退后，版面只留系列名与一句话。

空间给出三种画面：屋檐与庭院的第一眼远景适合媒体封面，鞋墙正视适合产品发布，庭院里的活动适合连续更新。进博会受众同时有媒体、经销商、政府与公众，一批素材要服务四种阅读。

把 45 年与本土文化放进同一句话，是这次展台的立场：不复刻具体场景，只把构件抽象成尺度与节奏，让「在中国」从标语变成可走进去的空间。

信息来源：AMC Shanghai 领英帖与进博会官方公开信息。

From 5 to 10 November 2026, the ninth China International Import Expo ran at the National Exhibition and Convention Center in Shanghai. NIKE returned for the seventh time, in its 45th year in China, under the theme "The Next Game Has Begun", at booth C2-01 in Hall 6.2 of the consumer goods section.

Rather than the black-box technology set sports brands usually build, the stand brought a courtyard house into the hall. Eaves and mortise-and-tenon joints, realised closer to flying eaves and dougong brackets, were broken into scaled components and arranged in a ring around an open court. The roof line follows the Nike Swoosh, so the familiar check becomes a silhouette you can stand beneath. Metal alternates with timber veneer, the palette held to timber tones and off-white, and saturation was left to the product side.

The plan is enclosed. Visitors enter from one side, walk around the court and pass running, basketball, ACG outdoor and training along the perimeter. The China by Design zone for locally created product sits at the centre of gravity of the route and was the stand's main highlight. The court gives people a reason to stop, and from the middle all four directions of product are visible at once.

Hall 6.2 houses the sports and outdoor section, where brands sit close enough for visitors to compare one stand against another. That proximity matters: at a trade expo the booth is read in a sequence, and a courtyard that slows people down buys time that a plain display wall does not.

Production difficulty lay not in any single form but in making Chinese components work at exhibition scale. The venue enforces height, load and fire rules, so an eave that reads as a traditional overhang must hide its structure inside. Mortise-and-tenon joints cannot carry loads as they do in historic buildings; in most positions they are decorative re-statements, with steel doing the work and timber veneer wrapping it. AMC, through its Shanghai and Nantong teams, delivered the stand: the Nantong factory prefabricated components and Shanghai handled installation and six days of operation. The partner named in the post is Wispark China.

Display is largely shoe walls. Running lines up the racing matrix of Nike Apex, Alphafly 4 and Swooshfly. Basketball groups the new footwear matrix by style of play rather than by position. ACG sets the Yunnan hiking collection beside Radical Airflow footwear. Training carries Hybrid Fly and Hybrid RN. Product goes on the wall, text steps back, and each panel keeps a series name and one line.

The space produces three kinds of image: the long view of eaves and courtyard for media covers, the frontal shoe wall for product launches, and people moving through the court for daily updates across six days. The expo audience includes media, distributors, government and the public at once, so one set of material serves four kinds of reading. That is the difference between an expo stand and a single launch.

Putting 45 years and local culture into one sentence is the position this stand takes: it does not reproduce a Chinese scene, it abstracts the components into scale and rhythm, so that "in China" becomes a space you can walk into. The result reads as local without quoting a single motif literally, which is a harder position to argue and a more durable one to photograph.

Source: AMC Shanghai LinkedIn post and official CIIE public information.

NIKE品牌进博会项目制作管理：AMC建同上海 AMC建同南通

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