Nike wanted to take advantage of the holiday season at House of Hoops Harlem by offering a customization/personalization experience. Nike engaged Crack to bring this vision to life at the store.
The goal was for the customer to be able to select a tee-shirt or fleece of their preference, and then make it their own by personalizing with custom copy. To complete the experience, Nike wanted a full-size working Garment Conveyer Machine typically used at Dry Cleaners. The machine was built and installed in the half-court area of House of Hoops so that the customer could sort through all the different apparel options themselves.
PICK IT. MAKE IT. OWN IT.
The experience created extra traffic and excitement in the store in time for the holidays.
“The Customization experience really helped the store move a lot of apparel for the month of December…and the customers loved it. We had repeat customers on a daily basis customizing tees.” – Wil Paraison – GM HOH NYC
