The first things you probably associate Nike with are running shoes, Jordans and maybe Kevin Hart but a new collaboration is looking to blur that line between fitness and fashion, furthering Nike’s push into the athleisure arena. Nordstrom recently rolled out a new concept shop in collaboration with Nike called the ‘Nordstrom x Nike’ sneaker boutique and it will have you going ? ? gimme gimme gimme? ? . No seriously want.need.must have everything including the Shrimps scarf!
The women’s-only lifestyle shop, brought to life as Nike joined forces with Olivia Kim, VP of Creative Projects for Nordstrom and her team, will offer limited-edition products introduced each month, curated collections of activewear, sneakers for runners and sneakerheads alike, activewear, athleisure, accessories, tech products and more. Kim has really been knocking it out of the park by bringing a new level of cool to the Seattle based Nordstrom since she was hired to the company in 2013. The first ‘Nordstrom x Nike’ sneaker boutique opened in Toronto in September then in Seattle and the Nordstrom store on Chicago’s Michigan Avenue is the third rollout of the concept shop.
During the preview event Wednesday night (11/16) before opening to the public Thursday (11/17), Kim along with Andrea Russett, Nike athletes Skylar Diggins and Sanya Richards-Ross were in town to launch the boutique and mingle with invited guests. Russett when asked which of the sneaker style she favors, she said “she likes the Cortez style. Honestly I just want this to be my closet.” Diggins who currently plays for the WNBA’s Dallas Wings, and hails from South bend, Indiana with a stellar collegiate career at Notre Dame, was sporting one of the limited edition White 312 Windy City etched Nike Air Max 90; she described her style as tomboy chic saying she prefers “comfortable with pop of color; boyfriend jeans. Its the decade of the woman, we are always on the move.”
Olympic gold medalist Richards-Ross wearing the the Nike Beautiful X Powerful jacquard collection (available starting 11/20), said she was excited for women to experience Nike in a new way.
Though most of the activation Olivia Kim’s curated within the Nordstrom stores lends itself to temporary or Pop-In@Nordstrom, this Nike sneaker boutique we were told would be a permanent one, located on the third floor of the department store. The concept builds upon the successful partnership in April 2014 with a Nike Pop-In@Nordstrom shop, which focused on activewear and fitness. This time, Kim and team built upon that and worked closely with Nike to create this one-of-a-kind sneaker boutique, modeled on how female customers shop and wear the brand. Its a win win for both brands in that Nike will showcase their more athleisure/lifestyle wares and sneaker heads or lifestyle afficiandos will get an extra treat in its limited edition offerings.
“We know our customer loves Nike, and rather than build her a fitness-only shop, we looked at how she really wears it in her daily life. It’s not Nike head-to-toe. She’ll wear exclusive sneakers with her favorite denim, a designer handbag, an amazing jacket and a special nail polish color – we have all of this all in one place. We wanted to give her what she wants and needs through an entirely new space and service model.” – Olivia Kim
The Nordstrom x Nike sneaker boutique is outfitted with various sneaker styles including one specially made to celebrate the opening of the boutique. 50 pairs of a limited edition Nike Air Max 90 will be available on Saturday, November 19 (you better get there early if you want one). The sneakers are exclusively designed with laser engraved icons of the toe inspired by The Windy City.