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Nike - Flyknit Experience

an innovative experience for an iconic brand

Nike

As part of our deep relationship with Nike, we collaborated with them to deliver an impactful, iconic pop-up space to showcase their latest Flyknit collection.

The Brief

To launch their new ‘second skin’ Flyknit running shoes, Nike needed to create memorable pop-up experiences to grab runners’ attention in five iconic, but very different, cities: Amsterdam, Paris, Barcelona, Milan and London.

The Insight

These days, information inundates us from all sides and sources. The new decentralised marketplace (‘anywhere retailing’) means the possibility of purchasing can come from any angle. Edutainment and the art of experience are key buzzwords when activating any ‘pop-up’ retail.

The Solution

We worked collaboratively with Nike European Brand Design to develop and deliver five uniquely unusual pop-up pavilions. Runners in each of the locations were invited along via social media while special events drew in passers-by. Once inside, visitors were given the full Flyknit experience and the chance to try out new products. This included steaming Flyknit trainers to achieve the perfect custom fit and taking shoes on a test run alongside fellow innovation-hungry runners.

By placing the pavilions in carefully chosen locations and using compelling, disruptive design, we made sure the Flyknit experience was one runners of all abilities would not soon forget.

The Results

Head of Retail Brand Marketing Nike UK

"I would not hesitate in recommending Green Room to any brand or retailer. All the attributes we look for in an agency, Green Room possess. They’re highly creative, instinctive, great value, work well under tight timelines. And they’re great people to work with, a real extension of our brand."