Nike's Shoe Box Pop-Up

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Few companies understand branding as intimately as Nike does, from the iconic tick, through to the era-defining, fat-soled Air-Max shoes. Nike has always seemed one step ahead of the curve when it comes to engaging their customers whether it be through sporting sponsorships, ubiquitous branding, or more recently through strategic and brilliant experiential design projects.

So of course when Air Max Day was launched in Shanghai, Nike did nothing less than was expected and created a mind-blowing shoe box pop-up, showcasing the history of the product while also engaging customers in a truly immersive experience. The centrepiece was designed to look like a Nike shoe box, with all the rarest and most sought-after products being displayed in a transparent bubble wall. The experience didn’t stop there however, as many stores around the city partnered up with the brand to incorporate a series of in-store installations to accompany the experience on Air Max Day.

Whats really impressive is while each individual component is outstanding its the culmination of all levels of interaction that Nike has taken to engage their customer base that really ties it all together. Through the use of creative and strategic planning, Nike has created something for the customers, to honour their commitment to the brand all while showing people who may not yet be engaged with the brand how much they appreciate and respect the customers who have brought the company such a rich heritage.

It may look like a perspex box to some, but it holds the presence of a statue. Built to remember that which came before, dream about the future, and unite what currently is…

Nike celebrates Air Max Day in Shanghai with shoe box pop up designed by Rosie Lee

Nike celebrates Air Max Day in Shanghai with shoe box pop up designed by Rosie Lee

Nike celebrates Air Max Day in Shanghai with shoe box pop up designed by Rosie Lee

Nike celebrates Air Max Day in Shanghai with shoe box pop up designed by Rosie Lee

Nike celebrates Air Max Day in Shanghai with shoe box pop up designed by Rosie Lee

See the original article by knstrct here.