Songwat, a historic neighborhood steeped in heritage, was recently transformed into a high-octane runway where football, fashion, and street culture collided in spectacular fashion.
To mark the kickoff of the global football tournament, 40 models seamlessly emerged along the streets and narrow alleyways of Songwat. Each showcased a unique streetwear look styled around iconic Nike football jerseys—a flawless fusion of sportswear, high fashion, and urban lifestyle that brought an unprecedented wave of energy to the capital.
The unique runway experience began as tastemakers and celebrities from the fashion and football scenes boarded a convoy of tuk-tuks to take in the vintage charm of the Songwat district. The excitement reached a fever pitch during a surprise landmark moment when all 40 models gathered on the asphalt, instantly turning Songwat into an open-air Nike runway fueled by the raw energy of football culture.
This pop-up runway is part of Nike Goal-Dang, a creative space that reinterprets Nike Football’s global “Rip the Script” campaign through the lens of local street culture and Songwat’s distinct artisanal spirit. Built to celebrate a new generation that dares to break boundaries and redefine the game on their own terms, this pop-up store is packed with experiences that invite everyone to immerse themselves in football culture and contemporary community charm.
Furthermore, Nike Goal-Dang has teamed up with top-tier local artists and designers—including IWANNABANGKOK©, Smile Club Thailand, O Thongchai, Teerapon Sisung, and Ladderice—to reframe the narrative of football through art, blending Thai identity with a one-of-a-kind street aesthetic.
Throughout the Nike Goal-Dang campaign, visitors can explore and draw inspiration from the world of football culture through interactive workshops that take the beautiful game beyond the pitch and into the realm of art. Highlights include THAIPOGRAPHY by renowned typographer Maen-Jirawat Sriluansroy, who reimagines Thai lettering through contemporary graphic design and visual storytelling. Over at Ladderice, the hip creative studio invites guests to mix football culture with fashion using their signature Blueprint Cyanotype printing technique. Rounding out the lineup is a Copper Weaving workshop by Teerapon Sisung, who turns the meticulous craft of weaving copper wires and his passion for football into contemporary masterpieces. These activities offer everyone a chance to discover their own creative spin on the sport.
Nike Goal-Dang is open to the public from June 12 to June 21 at Songwat Road, Bangkok.
