Nike and Foot Locker are Partnering on a Pop-Up "Sneakeasy"
Laura McQuarrie — November 22, 2017 — Marketing
References: news.nike & campaignlive
Nike and Foot Locker came together to create a new footwear pop-up for sneaker fans that is set up like a traditional speakeasy. The newly set up 'Sneakeasy' in New York City is said to have nondescript double doors that covertly lead the way to paradise for a sneaker lover.
Inside the Sneakeasy, footwear fans will find a variety of Nike and Jordan silhouettes. As the space that the pop-up is housed in used to be a bank, the pop-up plays up its history with details such as shoeboxes that are covered in gold foil, complete with hidden UV ink designs and sealed by notary stickers. At the pop-up, Nike fans also have the chance to get their hands on exclusive t-shirts that are also packaged with gold foil packs and sealed with notary sticker labels.
This style of secretive event preys on a consumer's fear of missing out and drives them to become part of the exclusive event.
Inside the Sneakeasy, footwear fans will find a variety of Nike and Jordan silhouettes. As the space that the pop-up is housed in used to be a bank, the pop-up plays up its history with details such as shoeboxes that are covered in gold foil, complete with hidden UV ink designs and sealed by notary stickers. At the pop-up, Nike fans also have the chance to get their hands on exclusive t-shirts that are also packaged with gold foil packs and sealed with notary sticker labels.
This style of secretive event preys on a consumer's fear of missing out and drives them to become part of the exclusive event.
Trend Themes
1. Exclusive Pop-ups - Creating secretive pop-up events that appeal to consumers' fear of missing out.
2. Nostalgic Brand Experiences - Utilizing historical or unconventional spaces to create immersive brand experiences.
3. Limited Edition Packaging - Using unique and collectible packaging materials to enhance product exclusivity.
Industry Implications
1. Footwear - Incorporating secretive pop-ups, nostalgic brand experiences, and limited edition packaging into footwear marketing strategies.
2. Retail - Exploring secretive pop-up concepts to attract customers and create buzz around retail experiences.
3. Fashion - Innovating packaging designs and pop-up concepts to create exclusive fashion experiences.
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