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Collaborate with Nike to create an immersive retail environment for the European launch of the HyperAdapt 1.0 self-tightening sneakers.



These game-changing sneakers required only the best retail experience for a successful European launch.

Mynt were appointed by Nike as lead retail agency to collaborate and oversee the implementation of the HyperAdapt 1.0 retail launch campaign.

Collaborating with a team of in-store digital experts, and working closely with Nike, we’ve installed a pioneering retail concept.

The experience starts by being greeted at the door, where customers sign-in with a member of staff.  From here, they are brought up to the HyperAdapt launch zone via private elevator.

Upon arriving to the launch area, customers are immersed in a virtual reality video taking them inside the office of sneaker guru, Tinker Hatfield, where he explains the design & inspiration behind the the HyperAdapt 1.0.
After the video, customers try on their own pair, walk down the catwalk to the infinity mirrors and pose for 360-degree photos, which can be shared to their social media channels.

This retail concept is a truly immersive, digital & pioneering experience, which both resonates with the brand’s target audience and also further elevates Nike’s authority as the leading global sports fashion brand.

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