Nike Sportswear: Ice Cream Truck

We All Scream for Exclusive Shoe Releases

Nike does its part to break up the mid-summer heat by holding exclusive releases--from an ice cream truck. The Nike Sportswear "Always On" ice cream truck will be attending eight basketball events in New York City providing those in attendance with exclusive shoe releases, tees, stickers, shoelaces and actual ice cream. The blue truck is carrying items ranging from Nike Air Force 1 NYC Editions and Air Force 1 Hyperfuse to Spider-man ice cream and push pops. All ice cream is free to players and audience members.

Along with apparel and ice cream, Nike will be handing out "golden tickets for prizes" and encourage individuals to enter in their Twitter contest. At each stop the truck makes, Nike (@nikesportswear) will tweet a "fill in the blank" question and contestants can answer @21_Mercer (referring to the brand's flagship Soho Store) via the #alwayson hashtag. Three winners will be picked on the spot, and on August 20th, those winners will be entered into a raffle to win the grand prize of a bespoke appointment at the Soho flagship.

Creativity
The Sportswear ice cream truck's trip began on June 24th and will come to an end on August 20th when the winners will be announced. See more details on the Nike Sportswear site.

Nike 6.0 Pops up

Pop-up stores tend to be fairly ephemeral affairs, quite frequently here today and gone tomorrow and this one, from Nike, in Mondello, Sicily, is no exception with a lifespan of just two months.

Designed in-house with the collaboration of Over The Rainbow, an Italian consultancy, and built by New Store Europe, this does, however, have a level of detail that marks it out as somewhat different from the normal rough and ready pop-up world.

Covering an area of about 1,076 sq ft, the store’s structure is composed of overlapping multilayer panels and a concealed hooking system for hangers and shelves.



The store is intended to highlight Nike 6.0, a new brand of clothing from the sportswear brand and, as well as the non-standard approach to construction, it also carries several video walls and hand-painted graphics.



The effect is of a deconstructed surf shack where the wooden planks are almost on the point of falling to the floor, but have somehow been frozen in time.

There is not actually a huge amount of stock in this relatively modest space, a wall of sneakers and some forward-hung T-shirts, but the effect is to focus attention on what is actually there.



The really good bit about this, however, is that it is in Mondello, the chi-chi beach resort where Palermo’s affluent head for a day out by the seaside.



If an excuse were needed to go and check out some unusual retail design while enjoying a few good meals and some decent scenery, then this must be it. You’ll have to be quick though as it is scheduled to be dismantled by August 3.

John Ryan Retail Week