Custom Live Printing Experiences for Nike FAST Launch in London

Engaging with Nike’s First Run Squad FAST

We partnered with Nike to deliver a custom live printing experience for the launch of London’s first run squad, FAST. The campaign, led by artist JME of London crew BBK, aimed to inspire young people to engage in running and lead a healthy lifestyle.

Retail Pop-Up at Niketown London

For ten days, we transformed Niketown on Oxford Street into a vibrant hub of creativity. Our YR platform played a central role in this transformation. Customers used our interactive touchscreens to personalize high-quality Nike performance wear.

With YR’s advanced software, shoppers could design their squad tees by selecting Nike typography and logos, creating unique pieces that represented their squad’s identity. Our platform’s user-friendly interface ensured an engaging and seamless customization experience.

Engaging the Community with Premium Brand Experiences

Our pop-up at Niketown focused on creating more than just a transaction. We aimed to foster community and excitement around the FAST initiative. YR’s platform enabled customers to customize their gear on-site, reinforcing Nike’s commitment to innovation and quality. The personalized merchandise enhanced participants’ athletic experiences and showcased the power of YR’s real-time customization capabilities.

A Night of Speed and Competition at Tate Modern

Following the Niketown pop-up, we took the live printing experience to the Tate Modern for the “Fastest Party at the Tate.” The event celebrated speed, creativity, and innovation, with YR’s platform at the core.

Hundreds of squads competed in a thrilling 5km race across London, finishing at the Tate Modern. YR’s technology enabled live printing of customized squad tees on Nike Dri-Fit performance wear. Participants designed their shirts using our platform, selecting squad names and Nike mascots, and then collected their personalized tees.

Custom Live Printing Experience Powered by YR

Our YR platform was crucial in delivering a memorable live customization experience. Attendees used our cutting-edge technology to design their squad tees, choosing from various Nike logos and colorways. The seamless collection process included wristbands and SMS notifications, allowing participants to enjoy the event without interruption.

An Unforgettable Evening at Tate Modern

The “Fastest Party at the Tate” was a dynamic blend of art, sport, and technology. YR’s platform added a unique touch to the event, with the Turbine Hall transformed by live music, interactive art installations, and visual displays emphasizing speed and innovation.

The event featured demonstrations by athletes and appearances by celebrities and influencers. We also integrated VR and AR interactions to enhance the experience, showcasing YR’s commitment to innovation and creating lasting memories.

Premium Brand Experiences

Nike’s events, from the Niketown pop-up to the Tate Modern party, exemplified premium brand experiences. The bespoke Nike Dri-Fit tees printed using YR’s technology highlighted Nike’s dedication to quality and personalization. Our approach combined high-quality materials, advanced printing technology, and thoughtful logistics to ensure a memorable experience from start to finish.

Conclusion

Nike’s “Fastest Party at the Tate” was a great success, and YR is proud to have been at the heart of it. Our live printing technology showcased the potential of personalized merchandise and how technology can enhance customer experiences. We look forward to continuing to push the boundaries of live customization, helping brands like Nike connect with their audiences in exciting new ways. Our commitment to providing premium brand experiences ensures every event is an unforgettable journey.

BOOK A DEMO WITH THE TEAM HERE
FIND OUT MORE ON THE PLATFORM HERE
SEE MORE CASE STUDIES HERE