Nike Air Force 1 Pop-up
Playing up their brand's presence in Toronto during all-star weekend 2016, Nike has unveiled a whopping three different pop-ups around the city, all capitalizing on a separate piece of its many sub-brands. In this particular instance, Nike has partnered with streetwear retailer Livestock to create a limited time pop-up that will highlight the new Airforce Flyknit Ultra AF1 shoe, and feature Flyknit-inspired spacial design, tech knit apparel, and a custom cityscape of Toronto.
3 Things You Should Take Away:
1. With such a large product offering, Nike intentionally separates different facets of its brand to create the most relevance for the right target in the right space at the exact right time. 2. The localization of the pop-up (through partnership with Livestock, Toronto skyline and other local gestures) makes Nike feel like a hometown player, and instantly relate-able given fierce competition from the likes of Adidas and Reebok, especially during All Star Week. 3. This pop up will be up for no more than a few short months, and it is very clear that Nike has heavily invested here, thus re-enforcing the importance of brand presence and loyalty building, even for the likes of the #1 sportswear brand.
Location: 116 Spadina Ave g1, Toronto, ON M5V 2K6, Canada
Project Partner: Livestock
Brand Website: Nike
Social Media: Twitter Instagram