Nike SOHO Pop-up Store Is A Giant LED Shoebox Filled With Wonderment, Kicks
February 12 / Jake O'Donnell / SportsGrid
NBA All-Star Weekend in New York is one of those "can't miss" marketing opportunities for sneaker companies. Already in the midst of fashion week, the city that never stops buying cool shoes will be under the additional pressure of having the sports world's most image-conscious young men bringing their equally-if-not-more image-conscious entourages with them to what basically amounts to a huge party.
To capitalize on this, Nike has jumped the shark in terms of thirst-trapping the fashion-forward. They've built a giant version of their iconic orange shoebox out of LED lights on the corner of Bowery and E 3rd st. As if that wasn't crazy enough, they've done away with the cash registers because of course you can only transact money for goods using your phone (specifically, the Nike SNKRS app).