Nike FAST: Custom Printing and Experiential Retail in London

Engaging with Nike’s New London Run Squad

We collaborated with Nike to launch London’s first run squad, FAST. The campaign, featuring artist JME from London crew BBK, aimed to inspire young people to embrace a healthy, active lifestyle through running. Our role was to deliver a custom printing experience at Nike’s flagship London store.

Creating a Custom Printing Experience

To kick off the campaign, we set up a custom printing station in Niketown on Oxford Street for 10 days. Our YR platform played a pivotal role in this immersive experience. It allowed customers to personalize high-quality Nike performance wear with a bold selection of Nike typography and logos. Using our interactive touchscreens, shoppers could easily design and customize their gear on-site, creating a unique representation of their squad.

Extending the Experience to Tate Modern

Following the pop-up at Niketown, we transported our custom printing setup to the Tate Modern. Here, we hosted a Nike party featuring a live printing event. Guests took part in a 5km run across London’s iconic landmarks, culminating in the grand finale at the Tate. Our YR platform enabled real-time customization, providing runners with personalized gear to commemorate their participation.

The YR Platform: Enhancing Experiential Retail

Our YR platform was crucial in delivering these memorable experiences. The technology offered seamless integration for real-time custom printing, using high-resolution digital print processes. This allowed us to provide a high-quality, interactive experience that engaged customers and amplified the campaign’s impact.

Conclusion

The collaboration with Nike highlighted our ability to blend technology with experiential retail. By leveraging the YR platform, we transformed the FAST launch into an engaging, memorable event that connected with participants both physically and emotionally. This approach underscores the power of customized experiences in modern marketing and retail.

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