As Nike continues to strive for seamless merging of digital and physical experiences, the brand opened a temporary shop operating SNKRS drops pushed exclusively to app members' phones

For sneakerheads, exclusivity is important, and Nike takes this into consideration with its drops. The 2019 Super Bowl in Atlanta presented the company with the perfect opportunity to offer customers the chance to buy limited-edition items.

Nike opened up a popup store in Atlanta that shoppers can visit from now until the end of March. The shop will feature exclusive sneaker drops that customers will be made aware of through push notifications. The catch is, in order to take advantage of the promotion, consumers needed to subscribe to Nike's SNKRS app, which will use geofencing to send those within a 25-mile radius of the store push notifications upon drop launches.

Members of the app can also purchase the SNKRS line at the shop, as well as access a vending machine concept offering Atlanta-themed merch like stickers and phone cases. Nike hopes the activation will encourage greater engagement with and adoption of its phygital retail experiences.

Nike

For sneakerheads, exclusivity is important, and Nike takes this into consideration with its drops. The 2019 Super Bowl in Atlanta presented the company with the perfect opportunity to offer customers the chance to buy limited-edition items.

Nike opened up a popup store in Atlanta that shoppers can visit from now until the end of March. The shop will feature exclusive sneaker drops that customers will be made aware of through push notifications. The catch is, in order to take advantage of the promotion, consumers needed to subscribe to Nike's SNKRS app, which will use geofencing to send those within a 25-mile radius of the store push notifications upon drop launches.