House of Hoops is a new concept that Nike started up a few years ago
that's designed to focus on urban basketball culture. While Nike
designs the stores, sets the event agenda, and selects the product,
the concept is actually run by and under the marque of Foot Locker,
the largest sporting goods retailer in the US. Nike feels that it's a
way to benefit both themselves and their partner, and a great way to
build a core business in a very specific market without requiring new
product. Interestingly, the concept also does not have a website of
its own since Nike believes (rightly so) that tapping into the host of
sneaker freaker sites and publications is a better way to maintain
street cred and build buzz for limited edition releases and celebrity
appearances.
