Nike Dubai opens its doors in the Dubai Mall, Nike Milan hosts a photo exhibition dedicated to the almighty Air Max Plus, customization of the AF1 hits full steam and opportunities to get active abound.
Source: This Month: Check Out Nike Dubai, A Tribute to the TN and More
It isn’t reasonable to ask a retailer to shift their entire business. If a business has always existed by buying at wholesale prices, merchandising the store and then selling that merchandise that’s just how retail works, right? In my ebook How Nike’s CDO Shifted the Sneaker Retail Landscape and How Long Form Content, which was originally a white paper for a retailer discussing how to improve web traffic via content, I discuss how the moats around retail have fallen. It wasn’t just e-commerce. As brands, particularly Nike, dial in on the strategies needed to reach their customers directly, they have implemented omnichannel experiences which take place both digitally and within their brick and mortar stores.
Below is a list of events planned for Nike stores throughout December. Want to know where this list was placed? On the Nike News blog site. Want to know where the News blog for Nike helps the company? In search. Nike understands that the Complex, Hypebeasts and Highsnobiety blogs have built multimillion dollar businesses on content.
The next section will be long, but I’m establishing how on a small scale Nike begins to shape their CDO via both in-store and media events. As retailers fail to pay enough to keep employees on staff and fail to diversify how their shopping experiences are, Nike is making an overinvestment in people to host in-store events. They will then capture those events on video and present them on their social media accounts driving engagement to enhance digital. They are also reminding you that they will dominate sports viewing for the holidays. Remember as entertainment shifts from watching live television to streaming the last area of advertising that generates income on live tv is within sports. Look at this list:
- STEP INTO THE LARGEST NIKE STORE IN THE MIDDLE EASTWHAT: At over 35,400 square feet, the new Nike Dubai is opening its doors in the colossal Dubai Mall on December 1.
WHEN: December 1, 2018
WHERE: The Dubai Mall, Fashion Avenue, second floor. - CHECK OUT THE NIKE AIR MAX PLUS PHOTO EXHIBITION
WHAT: Nike Milan is hosting a photo exhibition that describes the cultural rise of the shoe with work from renowned photographer Gabriele Micalizzi and a special appearance from Italian rapper Tedua.
WHEN: December 4, 7:00 p.m. – 10:00 p.m.
WHERE: Via Giuseppe Mengoni, 4 – CAP 20121, Milan
- EARN YOUR PT CERT IN LONDON
WHAT: Nike London and Croydon-raised boxer Joshua Buatsi have created a 16-week course to help you obtain an industry-recognized REPS Level 3 certification in personal training.
WHEN: Register by December 10. Select applicants will be contacted to complete a full application form, and the final 50 participants will be notified by December 22. The camp begins January 14.
- FLOW ON A LOS ANGELES ROOFTOP
WHAT: Get your morning yoga workout in on the rooftop of Nike by Melrose with a 45-minute flow. Yoga mats and water will be provided.
WHEN: December 8, 9:00 a.m. – 10:00 a.m.
WHERE: 8552 Melrose Ave., West Hollywood, Calif.
- GET MORE WHEN YOU SHOP
WHAT: Regional Nike stores will offer gift tag customization, airbrush ornament customization and, while supplies last, a free holiday gift with your purchase. Here’s when and where:
Chicago: December 12, 6:00 p.m. – 9:00 p.m. (Nike South Chicago, 8510 S Cottage Grove Ave.)
Dallas: December 13, 5:00 p.m. – 8:00 p.m. (Nike Dallas, 8687 N Central Expy)
Detroit: December 16, 2:00 p.m. – 6:00 p.m. (Nike Detroit, 1271 Woodward Ave.)
Los Angeles: December 8, 6:00 p.m. – 9:00 p.m. (Nike East Los Angeles, 4585 Whittier Blvd.)
New York: December 13, 5:00 p.m. – 8:00 p.m. (Nike Brooklyn, 2236 Nostrand Ave.)
Portland: December 12, 5:00 p.m. – 8:00 p.m. (Nike MLK, 2650 NE Martin Luther King Jr. Blvd.)
Washington DC: December 12, 6:00 p.m. – 9:00 p.m. (Nike Ivy City, 1403 New York Ave. NW)
- PERSONALIZE YOUR NOISE CANCELLING PACK
WHAT: Satiate your DIY spirit with the Noise Cancelling Pack, Shoppers have access to footwear dip-dyeing, printing, embroidery, patches, lasering and a full footwear accessory bar.
WHEN: Nike NYC from November 30 through December 13.
WHERE: 650 Fifth Avenue, New York, NY 10019
- CUSTOMIZE THE AF1
WHAT: Personalization opportunities are available in London and in Mexico.
WHEN: Beginning November 30
WHERE: Niketown London (236 Oxford St., Marylebone, London W1C 1DE, UK); Nike Polanco (Avenida Ejército Nacional 843B Local B139 C, Granada, 11520 Ciudad de México, Mexico)
- NBA CHRISTMAS DAY GAMES
WHAT: Here’s the lineup of anticipated games featuring a host of potential playoff scenarios come April.
WHEN: December 25
THE MATCH-UPS:
Milwaukee Bucks at New York Knicks (12:00 p.m. EST)
Oklahoma City Thunder at Houston (3:00 p.m. EST)
Philadelphia 76ers at Boston Celtics (5:30 p.m. EST)
Los Angeles Lakers at Golden State Warriors (8:00 p.m. EST)
Portland Trail Blazers at Utah Jazz (10:30 p.m. EST)
Download and read the ebook:
Nike’s Consumer Direct Offense, Amazon & StockX: The Disruption of Sneaker Retail
Nike’s Consumer Direct Offense, Amazon & StockX:
The Disruption of Sneaker Retail
Written by Christopher D. Burns, MFA (Co-Founder of AHN: ARCH x Housakicks Network)
contributions by Tayib Salami (Co-Founder of AHN: ARCH x Housakicks Network)
Paperback: 269 Pages
Here is the link for Paperback: https://amzn.to/2XafN24
Give it a look if you like ebooks: https://amzn.to/2X97PGA
Description
Nike’s Consumer Direct Offense, Amazon & StockX:
The Disruption of Sneaker Retail
Written by Christopher D. Burns, MFA (Co-Founder of AHN: ARCH x Housakicks Network)
contributions by Tayib Salami (Co-Founder of AHN: ARCH x Housakicks Network)
Paperback: 269 Pages
Here is the link for Paperback: https://amzn.to/2XafN24
Give it a look if you like ebooks: https://amzn.to/2X97PGA
Disruption, according to the Oxford Dictionary, is defined as a problem that interrupts an event or process.
The sneaker industry is entering a time unlike any moment in the history of the business. If ‘disruption’ was a weapon, it would be a trident. The three prongs would consist of the following sharpened spears:
Nike’s Consumer Direct Offense
Amazon
The rise of third party e-commerce sneaker sites.
This trident of disruption took shape in a silent, subversive manner. Retailers and resellers are in a battle that will require both large businesses and small businesses to adapt and follow the words of Sun Tzu.
Traditional retail must understand the enemy, by becoming the enemy. This book weaves and winds its way to a culmination that includes a year long experiment in sneaker resale establishing that the entire industry has shifted and millions of dollars are being left on the table by every party.
Ch. 1 Introduction . . . . pg. 3
Ch. 2 Money Is On the Table . . pg. 13
Ch. 3 The Apple Play . . . pg. 17
Ch. 4 Intentional Disruption . . . pg. 23
Ch. 5 The Birth of 3rd Party Sneaker Shops . pg. 29
Ch. 6 Sneaker Website Traffic . . pg. 37
Ch. 7 Nike’s CDO & Amazon . . pg. 49
Ch. 8 Amazon: The Biggest 3rd Party Platform pg. 63
Ch. 9 Amazon, Cash Customers & Private Label pg. 79
Ch. 10 Why Does Resale Exist? . . pg. 91
Ch. 11 Amazon Was My Pimp . . pg. 97
Ch. 12 Learning the Hard Way . . pg. 111
Ch. 13 Amazon Opened the Door for 3rd Party pg. 119
Ch. 14 Nike Owns Sneaker Traffic . . pg. 127
Ch. 15 Rewriting Business: Social Media vs Search pg. 139
Ch. 16 The Transition . . . . pg. 143
Ch. 17 Can Content Counter CDO? . . pg. 151
Ch. 18 The Digital Shift & the Cash Customer pg. 159
Ch. 19 The Importance of Long Form Content pg. 177
Ch. 20 e-Commerce: Sneakers Last Growth Area pg. 187
Ch. 21 How Can Sneaker Retail Adjust? . pg. 197
Ch. 22 Traditional 3rd Party is Already Disrupted pg. 209
Ch. 23 Preface to the Resale Experiment . pg. 213
Ch. 24 Control vs the Variable by Tayib Salami pg. 221
Ch. 25 StockX vs Amazon Part 1 . . pg. 229
Ch. 26 Inadvertent Support of 3rd Party . pg. 237
Ch. 27 StockX is Already Changing . . pg. 243
Ch. 28 StockX vs Amazon Part 2 . . pg. 247
Ch. 29 3rd Party is No Longer ‘Hype’ . pg. 255
Ch. 30 Know Your Enemy. . . . pg. 261
Additional information
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