Nike "Own The Floor" Dance Battle
Project Overview
The Nike ‘Own The Floor’ Battle London 2023 was an all-styles street dance event held at Nike Town London on November 17, 2023. Dancers competed in categories including Hip Hop, Drill & Grime, House & Garage, and Afro Dancehall to win their respective titles in front of judges and other dance collectives.
XB3 was brought on board as a consultant and producing company to collaborate with Nike in showcasing London’s underground street dance scene on a major platform. Partnering with The Capsule, XB3 oversaw every element of the Battle event — from curating and scheduling the competition to hiring judges, DJs, and managing the front of house team. The company also handled full budget management and logistics, ensuring smooth coordination between creative and operational teams while working directly with the event agency XYZ (160/90) to deliver an authentic, high-impact experience that celebrated the city’s dance culture.
Client/Artist/Production Company
NIKE
Type of project
Dance Battle, In Store Event, Brand, Freestlye Dance, Culture, Competition
Services delivered
Consultancy, Curation, Budgement Management, On Site Delivery, Artist Liaison, Logistics
The Nike ‘Own The Floor’ Battle London 2023 was an all-styles street dance event held at Nike Town London on November 17, 2023. Dancers competed in categories including Hip Hop, Drill & Grime, House & Garage, and Afro Dancehall to win their respective titles in front of judges and other dance collectives.
XB3 was brought on board as a consultant and producing company to collaborate with Nike in showcasing London’s underground street dance scene on a major platform. Partnering with The Capsule, XB3 oversaw every element of the Battle event — from curating and scheduling the competition to hiring judges, DJs, and managing the front of house team. The company also handled full budget management and logistics, ensuring smooth coordination between creative and operational teams while working directly with the event agency XYZ (160/90) to deliver an authentic, high-impact experience that celebrated the city’s dance culture.
Client/Artist/Production Company
NIKE
Type of project
Dance Battle, In Store Event, Brand, Freestlye Dance, Culture, Competition
Services delivered
Consultancy, Curation, Budgement Management, On Site Delivery, Artist Liaison, Logistics
"Working with XB3 was seamless from strart to finish - Fern and her team brought clarity, vision, and high-level execution to the entire process."
- [Client Name, Role]
Creative Curation & Consultant: The Capsule
Consultant & Production: XB3 Dance Productions
Assistant Producer: Tia Denton
Judges:
BGirl Stefani
Jordan ‘JFunk’ Franklin
Claire ‘Shortie Buck’ Hough
Faye Revlon
Kid Karam
Cynthia ‘Paradox-Sal’
Cori D
DLonze
Bara Machine
DJs:
Glade Marie
Josh Costanzo
Steph Be
Tigran
Mister S
Tilly Indigo
Hosts:
Geni Lou
Hanna Dimtsu
Event Staff:
Nicole McDowall
Sharlene Carter
Grace Duggan
Saskia Davis
Event Agency: XYZ (160/90)
Credits
Creative Curation & Consultant: The Capsule
Consultant & Production: XB3 Dance Productions
Assistant Producer: Tia Denton
Judges:
BGirl Stefani
Jordan ‘JFunk’ Franklin
Claire ‘Shortie Buck’ Hough
Faye Revlon
Kid Karam
Cynthia ‘Paradox-Sal’
Cori D
DLonze
Bara Machine
DJs:
Glade Marie
Josh Costanzo
Steph Be
Tigran
Mister S
Tilly Indigo
Hosts:
Geni Lou
Hanna Dimtsu
Event Staff:
Nicole McDowall
Sharlene Carter
Grace Duggan
Saskia Davis
Event Agency: XYZ (160/90)
Need choreography for your next project?
Let’s talk. We’ll help you bring it to life with the right choreographer and a fully managed creative process.