Wednesday, March 14, 2012

Nike's New Retail Concept Scores Big With Roni

Nike recently launched a retail concept that is pretty awesome, and I thought I would share it with you in case it hasn't come across your desk yet. The editorial-meets-retail model is a pretty tried and true way to get people shopping, but Nike's newest version has a twist – it's all on Tumblr.

On MadeByNike.Tumblr.com, you can peruse beautiful "normal" ladies (and by normal I guess we just mean they are not professional athletes or fitness models a lá Mallory from Real World Paris) wearing Nike gear styled up in wearable looks that even gym-averse ladies will like. Each tumblr post features a link to "shop the look," which directs you to a lookbook page where you can add items to your cart and check out, all without ever leaving tumblr.
A relatively new site, so far the models include blogger Bip Ling (seen below in boxing gloves), and photographer/filmmaker Charlotte Kid (seen above reclining), and each has been introduced in a short but sweet video.

Obviously, I'm partial to this whole project because my personal style is on the sportier, tom-boy side of things, but I think (*hope*) that this will turn people on to some of the amazing pieces in Nike's NSW line, like the leather-sleeved crew neck sweatshirt above (at bottom), or that leather and wool bomber (far right) that's currently on an airplane on its way to me. 


Final thoughts – from a business perspective, this seems absolutely brilliant to me. How many retailer emails flood your inbox each morning, and how many of those do you actually read? Tumblr users are checking their feed constantly, and Nike is now pushing their products in an immediately shoppable, aesthetically pleasing envelope, right into that feed. Smells like profit to me!

What do you think of the Nike NSW line and this new retail concept? Will you shop it?

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3 comments:

  1. I had NO idea that Nike was making cute clothes like this ... until yesterday I bought a rad sports bra they make & now this! I really want the bleached spot sports bra on the tumblr page.

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  2. Yes, I love this direction they're taking. Someone over there really knows what's up with internet folk and the speed of the market these days.

    NSW is so sick. I saw some stuff in Berlin over the winter and it's lookin rill rill good.

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