Barcelona, Madrid, Málaga, San Sebastián, Lisboa, Granada…
Percassi and Nike work together to open new stores across Southern Europe. Their opening day events are key to creating brand impact in the proximities of the new store location.
The framework for a successful opening day activation consists of 3 key initiatives.
Creating awareness of the location. OOH activations like the notorious Cines Callao screens have been leveraged to create as much impact as possible in the city where the opening is happening.
Bringing Nike to the forefront. Nike needs to lead the opening with its recognizable winning spirit, brand assets, product and especially its store athletes. The experience needs to feel like something only Nike could do, from cutting the ribbon to whatever comes next. Store athletes are key to help do so, as they are the embodiment of Nike at the point of sale.
And, most importantly:
Hyper-localizing to connect with people. If you know you know. This is what the new consumers need to feel when they are impacted by the opening event. Local custom food and beverage options, hometown athlete visits, performances, IYKYK challenges, product customization with exclusive city elements… All to deliver an experience only locals can truly understand and engage with.
