Brand Building: Nike Opens Skate Park
Nike has created a temporary indoor skateboard park dubbed The Garage in a former car wash in Williamsburg, Brooklyn, open to anyone willing to sign up for a Nike+ account – a free profile affording users access to Nike's key apps.
Designed with input from team riders from Nike's SB (skateboard) division, the winter hangout boasts rails, ramps and a 4ft quarter pipe, raw brickwork walls adorned with artwork and boards from US pro-skaters including Stefan Janoski and Eric Koston, a locker room, and a seating area/gallery displaying Nike SB footwear and apparel. Fans can sign up for sessions via an SB Garage microsite.
Bridging the physical-digital divide, the space can also be used in conjunction with Nike's SB app – particularly its new, social network-style performance-rating tool, Skatewise. Users build personal show-reel profiles based on 15-second performance videos (edited in-app), and follow others, including professional riders, through games that challenge other skaters to show off their skills by filming designated tricks.
Heavily rooted in the appeal of community, a related tiered skills map dubbed the Trick Tree is designed to help users improve and analyse their skating prowess; all videos are rated by their peers. The app also features a 'skater of the month' award, with the best performances logged (as judged by Nike) migrating onto the Nike SB website.
The SB Garage remains open until the end of March 2016.
For more on cultivating loyal fandoms, see Rites, Rituals & Culture Clubs – part of our New-Era Luxury Macro Trend – and Beta Brandscapes. For more on innovative, 'beyond selling' branded spaces, see Hybrid Lifestyle Venues and Pop-Ups Evolve: Cultural Collisions.