NRG WESTERN EUROPE NIKELAB BASKETBALL ATTACK

A-COLD-WALL* BESPOKE AF1
NIKE X CDG DUNK
NIKE X RICCARDO TISCI DUNK
NIKE X ACRONYM AF1 DOWNTOWN HI SP
NIKE X VLONE AF1

A-COLD-WALL X BESPOKE AF1

LONDON

A COLD WALL* IS THE VISION OF 25-YEAR-OLD BRITISH DESIGNER SAMUEL ROSS. A KEY LONDON NRG RELATIONSHIP THAT WE SUPPORTED TO DISRUPT LONDON FASHION WEEK WITH A BESPOKE ID AF1 FOR HIS PRESENTATION. THE SHOE WAS DESIGNED AND REALISED IN OUR 1948 BESPOKE SPACE. AFTER THE SHOE HITTING SOCIAL MEDIA THROUGH SAMUEL’S CHANNELS THE INTRIGUE AND SPECULATION STARTED BUILDING WORLD WIDE.

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CDG x DUNK

PARIS

THE LATEST COLLABORATION BETWEEN LONG TIME PARTNERS COMME DES GARÇON, CAME IN THE FORM OF A NIKE DUNK AKA ‘THE INVISBLE SHOE’, THE SHOE LAUNCHED EXCLUSIVELY AT DOVER STREET MARKET STORES IN EARLY FEBUARY, WITH PARIS LEADING THE WAY IN WESTERN EUROPE. BURBERRYS NEWEST FACE AND GIRL OF THE MOMENT IRIS LAW, DEBUTED THE SHOE COURTSIDE AT THE NBA GAME BETWEEN THE INDIANA PACERS AND THE DENVER NUGGETS CREATING A HUGE BUZZ THROUGH OUR YOUNG AND FRESH NRG COMMUNITY FROM HER SOCIAL POSTS. A PERFECT ADDITION TO BUILDING HEAT AROUND THE STORY OF BASKETBALL WITHIN OUR TARGET CONSUMER.

RICCARDO TISCI X DUNK

MILAN

2016 BROUGHT THE RELEASE OF TISCI’S FIRST DUNK COLLABORATION, THE NIKELAB DUNK LUX HIGH X RT, THIS WAS BROUGHT TO LIFE IN MILAN CELEBRATING A GRAND MOMENT OF THE CULTURE OF BASKETBALL. ON VALENTINES DAY 2017 NIKELAB ST18 OPENED ITS DOORS TO THE TOP INNOVATORS AND INFLUENCERS IN THE CITY WITH THE STORE AND STREET FLOODED WITH CHARACTERS FROM THE CREATIVE WORLDS. THE STORY WAS BROUGHT TO LIFE THROUGH A FILM DIRECTED BY ITALIAN NATIVE LCA FINOTTI. THE FILM PREMIERED EXCLUSIVELY PREMIERED ON VOGUE ITALIA ON THE 20TH OF FEBURARY, THE FILM TITLED #WEBELIEVEINTHEPOWEROFLOVE PAYING HOMAGE TO RICCARDO'S MANTRA ‘I BELIEVE IN THE POWER OF LOVE’ AND WAS SHARED 125,000 TIMES ON THE FIRST DAY OF RELEASE, GAINING HUGE EXPOSURE ACROSS MULTIPLE MEDIA PLATFORMS AND SOCIAL CHANNELS.

TISCI DUNK LAUNCH

MILAN

NIKE X RT DUNK LAUNCH VIDEO BELOW.

ACRONYM X AF1

BERLIN

CROWNED “SNEAKER COLLABORATION OF THE YEAR” BY COMPLEX MAGAZINE IN 2016, THE NIKELAB AF1 DT X ACRONYM IS THE 3RD FOOTWEAR PROPOSITION CREATED IN PARTNERSHIP WITH BERLIN-BASED MASTERMIND ERLSN HUGH. BERLIN LED THE HEAT LAUNCHING THE PRODUCT ON FEBURARY 9TH, FOLLOWED BY A CELEBRATORY GATHERING OF 800 INNOVATORS AND INFLUENCERS FROM ACROSS BERLIN'S YOUNG ART, FASHION AND MUSIC SCENE.

PRE EVENT DINNER

EVENT SPACE

LONDON 1948

ONE SHOT EXPERIENCE

AT NIKE LAB 1948 WE WORKED WITH LOOP. PH. A SPATAIL LABORATORY MOST FAMOUS FOR COMMISIONED PUBLIC ENGAGMENT INTIATIVES WITH THE V&A. WE INVITED VISITORS TO TAKE A PRECIOUS SHOT WITH A TERRACOTTA BASKETBALL. WHETHER YOU MANAGE TO SCORE A HOOP OR COMPLETELY MISS, THE OUTCOME IS THE SAME - THE BRITTLE BALL WILL BREAK INTO MANY PIECES. THE VISITOR HAD THE OPPORTUNITY TO RECONSTRUCT THE BROKEN BALL. CREATING A POWERFUL EXPERIENCE THAT DISTORTS THE SENSES AND HIGHLIGHTS THE PRECIOUSNESS OF MATERIALS AND MANMADE OBJECTS. NIKELAB WAS TRANSFORMED INTO A POTTER'S WORKSHOP MEETS BASKETBALL COURT. THE FRAGMENTED TERRACOTTA BALLS WERE EXHIBITED FOR THE DURATION OF THE INSTALLATION.

VLONE X AF1

LONDON

THE HIGHLY ANTICIPATED COLLABORATION BETWEEN VLONE X NIKELAB CAME TO LIFE THROUGH THE VISION OF NYC NATIVE AND CRATIVE A$AP BARI IN THE FORM OF THE AF1, THE SHOE WAS LAUNCHED AT NIKELAB 1948 LONDON ON 25TH OF FEBUARY. THERE WAS A QUE OF 100 PEOPLE 4 DAYS PRIOR TO THE LAUNCH, BACKSTAGE AT DRAKES SHOW WE SEEDED DRAKE, LIL YACHTY, STURRIDGE AND ODELL BECKHAM JR WHO ALL POSTED IN THEIR SOCIAL CHANNELS CREATING AN INCREDIBLE AMOUNT OF HYPE. THE FOLLOWING NIGHT WE HOSTED A VERY LOW KEY PARTY WHERE A$AP ROCKY, SECTION BOYS & NEVERLAND CLAN ENDED UP PREFORMING AS FRIENDS OF NIKE. ON THE SATURDAY, THE DOORS OPENED AT 1948. BARI WAS THERE MOST OF THE DAY SIGNING BOXES AND GREETING KIDS. SKEPTA ALSO MADE A SURPRISE VISIT AND POSTED IN HIS SOCIAL CHANNELS. THROUGH OUT THE DAY INFLUENCERS POSTED WEARING THE PRODUCT.

NIKELAB 1948

LONDON

ASAP BARI, DRAKE AND LIL YACHTY

THANK YOU

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