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Nike’s ‘unique consumer experience’: customers workout to buy shoes

 

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Nike has been experimenting with its physical retail offering for a few years now, launching interactive stores with basketball courts and treadmills so customers can try before they buy.

And now, it has taken experience retailing to another level with the launch of Nike Space Camp.

Created in collaboration with artist Tom Sachs, Space Camp is part obstacle course, part art installation located on Governors Island in New York City.

Sachs and Nike partnered in 2012 to release the NikeCraft Mars Yard shoe, which has become a cult favourite.

Over the past five years Sachs has been working with Nike to refine the design, and now the release of the new version, NikeCraft Mars Yard 2.0, is being celebrated with Space Camp, which Nike describes as “a unique consumer experience”.

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Space Camp is inspired by the physical and mental regime of the same name that Sachs makes his design team go through weekly at his studio.

“Our space camp strengthens our bodies so they can be a solid foundation to make difficult decisions with our minds,” said Sachs.

The obstacles at Nike’s Space Camp are a mix of physical and mental challenges including a deadlift course, knot tying, and a balance beam that ends with a jump onto the roof of a red pickup truck.

Visitors who complete the course are rewarded with early access to purchase the NikeCraft Mars Yard 2.0.

 

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