NBA All-Star Weekend: Pop-Up Retail, NYC
A handful of savvy brands are trading off the influx of sports fans and sneaker fanatics descending on New York for the annual National Basketball Association (NBA) All-Star Weekend. Limited-edition-focused pop-up stores around the city will coincide with basketball games, exhibitions and events running from February 13-15.
Nike is hosting three weekend-long pop-ups:
- Nike's Zoom City SNKRS Station is a supersized prefab 'shoe box' located on the Bowery in Manhattan. Accessible via online RSVP only, the windowless structure is covered in LED screens that not only advertise the shoes inside, but also Nike's new SNKRS e-commerce app. Via a push notification, the app allows users to shop new arrivals instantly, personalise their app profile by following only certain styles (much like Instagram), and access industry-insider perspectives on Nike's iconic shoe designs.
- To celebrate '30 years of Flight' for Nike's iconic Air Jordan shoes, the brand has opened the Pearl Pavilion – a concept billed as "an immersive fan experience and pop-up store" near Penn Station, Manhattan. Fans are invited to emulate basketball hero Michael Jordan (to whom the line is dedicated) by sharpening up their hoop-shooting skills on a competitive basketball court. They can also shop a curated collection of products. In addition, the brand has pitched a second pop-up for a limited edition Jordan shoe opposite entertainment venue Barclays Centre in Brooklyn, which is hosting some of the All Star basketball games.
- Token 38 is a pop-up retail and product collaboration located within Manhattan's Refinery Hotel, combining New Jersey-based Packer Shoes, German sports brand Reebok and Swedish sports retailer SneakersNstuff. The concept promises exclusive products and a special appearance from Reebok-sponsored current and former NBA stars.
- The Starter x Villa Clubhouse is a pop-up retail store within the Paramount Hotel Manhattan, and is a collaboration between US sports brand Starter and Philadelphia-based urban lifestyle retailer Villa. The store features All-Star Weekend merchandise and a series of limited-edition releases.
For more on events-based retailing, see: Super Bowl 2015: Shoppable Halftime, Real-Time Red Carpet E-Commerce, Art Basel Miami 2014: Branded Spaces, Milan 2014: Branded Spaces and Branded Festival Experiences. For more on innovative sports retail, see Stealth Retail: Concepts' Sneakerhead Pop-Ups NYC, Retail Resale: Air Jordan, Sports-Luxe: Kith x Snarkitecture and Sports Retail Reinvented.
Also look out for our report Athleisure Engagement Strategies, publishing in March 2015.