The Participation Economy…Niketown NYC

Five floors of fun

On my recent trip to NYC, there were only a few retail concepts that got me excited. One of those was Niketown on East 57th. From the minute I walked into the store, I felt the energy of five floors of fun and interaction.

Each level was dedicated to individual sports. I could jump hoops on one floor, play soccer on another, and run on the next one. Nike has a good understanding of the participation economy, especially with the Millennials whose idea of marketing is no longer about interruption; it’s about engagement. It’s no longer about getting a reaction; it’s more about interaction. Millenials are engaged participants who want to feel that their voice is heard and responded to by companies. They no longer believe in big promises. It’s more about personal gestures. They don’t want to sit back and be passive consumers. They want to be active consumers who want to be part of the process.

Millennials use social media to connect at a greater rate than others. They not only use social media platforms, their networks are larger and more influential. That’s why you see more bloggers who are Millennials.

 Brands are no longer in control of their own image and message. Millennials want to be engaged from development, to social interaction, and to the marketing of the product. So how has Nike used all the criteria needed to be a brand embraced by all generations? By talking to and engaging all generations whatever their modality. You can hear the sounds of people having fun. You can see people being active, view the products on display, and play whichever sport suits your fancy. Nike has created an atmosphere of fun whilst teaching how the product works.

 The strategy behind this marketing concept is very clever. Nike attracts their clients by getting them to interact and engage in whatever sport they play. It’s where you go to hang out with friends and be seen, and then brag about it using social media. Millennials have more friends than ever before. Nike uses clients as influencers, and we all look to others to take the lead. We look for social proof to know where we should hang out, what we should buy, and who is using or wearing the product.

 How else do they get their clients involved?  Remember we said Millennials want to be part of the process. What better way than to design your own shoes? They have a room dedicated to the design of your new sneakers: Nike ID. Of course, you again get to show off your design through social networks.

 Nike demonstrates how retailers can create an experience with and for customers by connecting them emotionally to the brand in a very powerful way.

Traction

Fit

Touch

Lets play soccer…

Bend it like Beckham…

Which one would you choose?

I quote…

Gooooooaaaaaaaalllllllllll!!!!!!!

How fast can you run?

The razor back singlet.

Why not look good whilst you exercise?

Floors of fun…

I quote…

True innovation.

Lets run!

View from above

Dri Fit

Create your own; interaction at its best.

Interaction is the key…

Design area.

Design your own.

You can choose your shoe then change it.

Shoe design

Choose your shoe

Custom build your own shoe

Create Attack

Thank you to the staff at Niketown who showed me through the Nike ID design room and educated me on how the design process worked. I must confess I am a Nike devotee; love the power of branding. Go to https://www.facebook.com/NIKETOWNNewYork for more information and www.nike.com.

Written and photographed by Penny Votzourakis. To engage in the services of Penny Votzourakis email info@kyronglobalacademy.com or phone 0418447413.