Nike has opened a "pop up" location in Canada called the Nike Runners Lounge in order to "connect with core runners and running specialty stores in Vancouver and . . . to offer runners a training facility that takes care of all their running needs.”
The Runner's Lounge is a temporary establishment that will probably be removed in a couple of months. Some of the reasons runners are going to the Lounge include: post-run massages, a stretching room, run-route maps, refueling bar, retail display and music. They also have a free bag check, washrooms and free waffle runs on the weekend.
And the main reason the Lounge is open, a huge rack of the newest Nike's that runners can take for a test run. Here's the kicker...you can't even buy the shoes at the Lounge. You'll have to go to a retail outlet for that.
Experiential Marketing at it's best. For other examples see the Meow Mix Cafe , Target, and Vacant.
Sounds pretty cool actually. What kind of collateral do you give in order to leave the store with a pair of their shoes on? Do they serve 6 oz creamy, rich chocolate drinks?
Posted by: cancer | 02/08/2005 at 02:21 PM
I agree, but keeping such a successful concept open for only a few months doesn't make much sense.
Posted by: AmyWafl | 02/08/2005 at 09:44 AM
It makes a lot of sense actually. Finally Nike is doing something proactive to give back to the people that gave them so much. The Runners!!
Posted by: tom delong | 02/07/2005 at 09:16 PM
Doesn't make much sense to me...
Posted by: AmyWafl | 02/07/2005 at 02:30 PM