Nike’s Sneakerhead Pop-Up Riffs on In-Flight Retailing
Trading on the influx of fans descending on Toronto for the annual NBA (National Basketball Association) All-Star Weekend last month, Nike devised a wow-factor pop-up for its Nike+ members – those signed up to its suite of apps.
The reconditioned tram carriage hosted airline-style seating pods equipped with individual touchscreens, and fans received boarding passes and assigned seats upon entering the ‘cabin’. They then watched a 20-minute parody of a traditional in-flight safety video detailing how to shop (voiced by Toronto Raptors star player DeMar DeRozan) before being able to purchase iconic sneakers and a host of surprise releases. Aptly echoing the duty-free experience, anything bought on board could be collected directly on disembarkation.
The initiative was a reworking of the Nike Zoom City SNKRS Station (NY, February 2015) – a time-pressured pop-up experience promoting its new cross-platform product reservation app. See Smart Stores: Connected Flagships for details.
The weekend also birthed Canada’s first Jordan-only pop-up, dedicated to products from American basketball player Michael Jordan’s line. It featured premium Jordan footwear and apparel, products influenced by local basketball culture, and ‘Jordan Standard’ – an immersive experience allowing participants to test their speed, control, agility, endurance and focus via body-tracking tech. Below the store, the 306 Underground space added a VIP flavour to the proceedings with product customisation, early-release reservations and a barbershop.