Nissan Formula E Attack Mode

Client: Nissan North America

As the first and only mass-market OEM sponsor within Formula E, Nissan leverages its presence in the sport to elevate the perception of its consumer EVs. In 2024, Portland hosted the only U.S. race of the season, giving Nissan an opportunity to break through in one of the country's top EV markets.

To bring the electrifying power of Formula E to a wider audience and extend Nissan’s reach beyond fans at the Portland International Raceway, we decided to take the thrill of track straight to the streets. And to make the occasion particularly memorable for Portland, we didn’t just bring the track's energy to drivers. We tapped right into the heart of local culture by transforming the most iconic Portland bike lanes into a Formula E thrill ride. From signage and custom-wrapped Nissan Formula E-bikes that took over downtown to an actual Attack Mode experience that let riders immerse themselves in the sights and sounds of the racetrack, we put Nissan in the winner’s circle with a completely new audience of potential EV buyers.