Nike SNKRS XPRESS

MOBILE TOURS & POP-UPS

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OVERVIEW:

In celebration of the 2016 NBA All-Star Weekend and the release of the new flyknit technology, Nike created an exclusive mobile retail experience on the streets of Toronto. The entire experience involved three distinct stages: a SNKRS XPRESS check-in station, a premium streetcar journey—dubbed the SNKRS XPRESS, and the final retail station where guests can pick up the exclusive merch they had the option to purchase on the streetcar.

 

 

EXPERIENCE:

Firstly, guests were required to register for exclusive access to the experience online before visiting the space. Once registered successfully, the guests would arrive at the check-in station to receive their boarding pass and have their photo taken (which was uploaded to the iPads installed in the seats on the streetcar) so when they boarded there was a personalized experience ready for each guest.

Inside the check-in station, guests were presented with a range of new and iconic products on a custom infinity mirror display along with Jason Markk sneaker-cleaning thrones.

Next, the SNKRS XPRESS arrived to pick up the next group of sneakerheads to take them on a loop through downtown Toronto. Inside the SNKRS XPRESS, guests each sat in a VIP leather seat which included an iPad for everyone to browse and purchase new products or play basketball-themed games. Throughout the SNKRS XPRESS were custom product displays of iconic shoes such as the Air Jordan XI, Maya Moore All Star, and Kobe V Chaos. As guests made their way to the very back of the streetcar, they found themselves in a sleek floor-to-ceiling product display showcasing even more iconic sneakers such as the legendary Air Jordan XII that Michael Jordan actually wore during the historic ‘Flu Game’.

After the streetcar trip was complete, guests were dropped at a final pickup station where they could pick up products that they purchased from the iPads at their seats.