Nike’s BraHaus Gives its Pro Bra Collection a Lift
Nike recognizes that the modern woman needs support. Not just moral support, but a more intimate kind of support only a great sports bra can give. But with bra fitting still considered a somewhat taboo topic, the brand needed to provide a compelling, and more importantly, inviting, environment in which it could engage consumers and promote its Pro Bra collection. The solution: BraHaus, an upscale pop-up where bra fittings and other personal wellness engagements were designed to make women feel confident and sexy. And the strategy didn’t disappoint—more than 300 bra fittings took place in six days.
With its sights set on urban fitness buffs, Nike partnered with high-end fitness retailer Bandier to appeal to its discerning target. Together, the brands created a stylish, immersive environment that simultaneously showcased the innovation of Nike’s Pro Bra collection and assisted women in their quest to find the right bra fit for the activities they love most.
Recognizing that a staggering 80 percent of women wear the wrong bra size, Nike ensured none of its attendees’ cups would runneth over (sorry, we had to) by enlisting six bra fit specialists who provided free one-on-one fittings and consultations on which fit was best suited for various workouts.
But the BraHaus offered more than education. A 360-degree infinity mirror engagement defined the fitting room, encouraging women to snap and share photos of themselves immersed in psychedelic reflections under pink LED lighting. Meanwhile, a plush pink lounge offered a relaxing place to take in the Pro Bra exhibit where attendees learned about the unique performance features of each product. There were also custom-created juice blends from Juice Witches, nutritionist consultations and hair braiding courtesy of Amika.
Nike’s other key BraHaus partnership leveraged Manhattan-based artist Baron Von Fancy, known for his unique artwork featuring clever turns of phrase. To help draw passersby into the pop-up, Von Fancy designed an in-store Pro Bra installation featuring items from the collection and quotes like “I Run My World” aimed at motivating consumers. Additionally, those who purchased a Pro Bra on-site could have it customized with one of Von Fancy’s inspirational quotes at a designated station where they could browse through his artwork.
Think the fun stopped there? Think again. Nike’s multi-faceted strategy also leveraged Bandier’s workout space to hold free Training Club classes over the course of the week, offering attendees a chance to learn from the brand’s top trainers. In addition, a Train + Trial experience gave consumers a chance to test out Nike’s latest training footwear, with an option to purchase.
Over the course of six days, the brand increased Nike+ membership by 20 percent and racked up over $16,000 in product purchases. Talk about a sales lift.