Nike wanted to tap into a key audience by bringing to life an in-store ‘urban culture’ that could be amplified and turned viral through unique shopper generated content.
The research highlighted that many of Nike’s partner stores were in the heart of diverse inner-city communities. Nike wanted to recognise and cultivate this silent subculture and, provide a retail experience that blurred the lines between commerce and urban culture.
A sound booth was developed and designed to create an interactive Rap and Record facility and 360 experience, which allowed shoppers to perform their beat in-store, share their sound and represent their community through social platforms.
This new experience still in its infancy has attracted over 3000 individual artists to record their sound, and a social audience of more that 2 million.