Nike Marks its Product Launch With a Pop-up Concert - Event Marketer

Nike Marks its Product Launch With a Pop-up Concert

DB_Nike_PR_EX 2017
Brand: NIKE
Year: 2017

There’s nothing quite like a new pair of kicks—unless they’re accompanied by a pop-up concert in New York City. For the launch of its Air Jordan Retro XI, Space Jam Edition sneaker, and to commemorate the 20th anniversary of the “Space Jam” movie, Nike did just that. The surprise performance in Harlem featuring rappers Lil Uzi Vert and A Boogie Wit Da Hoodie was strategically located outside the House of Hoops retail store, where sneaker aficionados could purchase a new pair of Jordans and have them customized on-site. And they came in droves—selling the store out of its coveted new product before the event wrapped.

The experience was designed to be shareable across social media, with specific focus on Snapchat and Instagram. To set things in motion, Nike built buzz on its social channels prior to the event, teasing the site of the pop-up concert before eventually revealing the location at the last minute. Adding to the excitement was the brand’s custom mobile stage, which was created out of a hydraulic trailer, complete with a one-of-a-kind truss and lighting system that amplified the show’s production quality.

The activation garnered 1.3 million social impressions across Snapchat and Instagram, proving Nike’s experiences are as sought-after as its sneakers.

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