Nike Pops up in New York to Promote Basketball Gear - Event Marketer

Nike Pops up in New York to Promote Basketball Gear

DB_Winner_Nike popup_EDA 2015
Brand: NIKE
Agency: SET
Year: 2015

In experiential terms, we often think of a pop-up as a single event in an empty space. Nike redefined that during All-Star Week by popping-up all over New York City, the birthplace of modern basketball.

The brand activated 26 pop-up events across the four boroughs. Promoting Nike Basketball, the strategy offered a mix of pop-up styles—some were created from the ground-up, while others took over existing landmarks. The size of each pop-up varied in size and scope—some were small (a sneaker box installation) while others were huge (the House of Hoops installation within Madison Square Garden).

One such pop-up served as an exclusive SNKR store, bringing to life the brand’s SNKRS app, which lets enthusiasts explore, buy and share Nike sneakers. This structure in the heart of Manhattan looked like a gigantic, sneaker box with a fully lit exterior. This glowing shrine to Nike, so to speak, could animate and change throughout the day and night. Inside, interactive touchscreens introduced consumers to the new Nike SNKRS app. Avid Nike collectors could register to be among several hundred fans able to purchase very hard-to-get sneakers during All-Star Week at the pop-up. Otherwise, attendees needed to download the Nike+ app to check in and gain entry.

On top of these larger activations, Nike enlisted first- and third-party stores, installing customization activations that let consumers personalize a variety of Nike products from the Air Force 1 sneaker to Tech Fleece, t-shirts and hats. In all, the style of the activations, with their slick and secret vault-style themes, elevated the brand, showcased the premium side of Nike products and celebrated the spirit and history of basketball, its most elite athletes—and how Nike Basketball sneakers have left impressions on the sport.


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