Event Review: Nike Innovation Pop-Up Store

As I write this, I realise how late I am in posting this review, especially considering that the pop-up store closes its doors tomorrow (Sunday, 12 August) night. But then I realised this review is about the opening night, not the store itself. So yes, it’s late, but at least it’s here.

Going to a party event after work in my 9-5 outfit is always a little awkward, especially when all the other guests are wearing casual clothes or decked out in the host company’s clothes. Learning from past experiences, I planned ahead and brought with me a Nike jacket to cover-up my corporate clothes. It was the only thing i could think of that wouldn’t clash with my office attire (Female dilemmas!). Besides, I loathe that look that women wear when they team their tailored suit with a pair of Nikes/sport shoes. Not my thing.

We arrived at the venue of the iconic Academy Twin Cinema in Oxford St, Paddington, and was greeted with an athletics track, rather than the usual red carpet, which was rather fitting seeing that it was a Nike event.

Stepping inside, we were given a special card (a pass to the pop-up store next door) and greeted with entertainment in the form of basketball shoot-outs, where the challenge was to see how many shots you could get in a row. Other entertainment included a DJ playing old-skool inspired tunes, a very flexible girl doing some crazy yoga moves, and a basketball-inspired hip hop dance performance. That was totally unexpected.

“The launch heralded the opening of Nike Pacific’s first ever Innovation Pop Up Store, an exciting retail space next to the former cinema opened especially to celebrate the partnership between sport and technology at a time when sporting achievements are at the fore.

“Using an international transport icon for design inspiration, the store captures the imaginations of Nike enthusiasts and sports lover’s alike, showcasing new innovations in sporting footwear, apparel, and accessories.

“On display were new innovations exclusive to Nike such as the new super lightweight FlyKnit collection and the Pro TurboSpeed suit, both of which are expected to be worn by the greatest athletes on earth in 2012.”

Host of the night was TV personality Maude Garrett (Channel V, Nickelodeon) and special celebrity guests in attendance for the night included Gracie Otto, Alex Dimitriades, Sophie Lowe, Axle Whitehead, Lizzy Lovette, James Kerley, and Sydney Swans players Jude Bolton and Ted Richards.

Check out photos from the pop-up store below:

Nike Innovation Pop-Up Store
Shop 4, 1 -11 Oxford St, Paddington
July 27 – August 12
Open from 6pm to 10pm

*Photos taken by Novem Pascual.