American sportswear and footwear retailer Foot Locker is set to open a new pop-up in New York as part of a new partnership with Nike.
The development is in line with Foot Locker’s strategy to offer differentiated brand experiences and products.
The Sneakeasy NYC pop-up will have assortment of Nike and Jordan products and services, exclusively in partnership with Foot Locker.
Resembling a traditional speakeasy, the pop-up will have staff members to help customers select products of their choice.
Foot Locker North America customer experience and sales vice-president Tony Aversa said: “At Foot Locker, we are proud to have associates who are so deeply knowledgeable and passionate about all the great premium products we have to offer.
“These new Nike Pro Athlete and Lead positions will allow for even more in-depth consumer connections for both Foot Locker and Nike.”
Once customers have chosen their product, the shoes will be dispensed through a door that looks and functions similar to a safety deposit box.
According to Nike, it will contain a sealed gold-foil shoe box with hidden UV ink designs and sealed with a notary sticker.
Sneakeasy will also feature T-shirts that come packaged in zip-lock gold-foil packs and sealed with a notary sticker label.
Meanwhile, Foot Locker’s House of Hoops will offer Nike and Jordan basketball sneakers.
The partnership will also see Foot Locker recruiting new specialised experts, trained on Nike in ‘Nike Pro Athletes’ and ‘Nike Pro Leads’ roles.
Foot Locker operates more than 3,350 stores in North America, Europe, Australia and New Zealand.