LOCATED IN THE HEART OF JEWEL AND OCCUPYING A DUPLEX UNIT, THE NEW NIKE STORE SPANS 1,000 SQM, BOASTING THE LATEST AND MOST EXTENSIVE RANGE OF NIKE MERCHANDISE IN THE REGION. THE STORE AIMS TO PROVIDE A UNIQUE RETAIL EXPERIENCE FOR BOTH LOCALS AND TRAVELLERS.

SEA & I SETS A NEW STANDARD WITH THEIR FIRST BEACON DOOR IN JEWEL MALL.

GROUND LEVEL

  • WOMEN BY NIKE

  • MEN'S RUNNING

  • MEN'S TRAINING

  • MEN'S LIFESTYLE

  • CHECKOUT & RETURNS

The latest Nike Free Running Collection takes center-stage, Nike’s latest addition that provides an enhanced barefoot like feel experience.

SECONDLEVEL

  • NIKE BY YOU

  • NIKE SPORTSWEAR

  • JORDAN

  • NIKE BASKETBALL

  • NIKE KIDS

SINGAPOREAN CONTEMPORARY ARTIST, “STICKER LADY” SAMANTHA LO BELIEVES THAT BELIEVES THAT SPORTS BRING OUT THE BEST VERSIONS OF OURSELVES. INSPIRED BY THE VISUAL LANDSCAPE OF SINGAPORE, SAM BRINGS A MYRIAD OF ELEMENTS TO HER ARTWORKS –USING LOCAL ELEMENTS SUCH AS TRADITIONAL TILES AND PATTERNS, TO STREET SIGNAGE AND COLLOQUIAL LANGUAGE. 

WITNESS HER INTERPRETATION OF THAT NARRATIVE IN A SPECIALLY CURATED ART SERIES ONLY IN NIKE JEWEL.

HYPERLOCAL ART

SAMANTHA LO

IN COLLABORATION WITH

@skl0_

The second floor of the Nike Jewel store houses the first ever full-fledged “Nike By You” in-store customization service in Southeast Asia. Consumers customizing tee-shirts can select their design from a range of graphics, including original artwork from Samantha Lo, to be printed on selected Nike store offerings. 

STORE SETUP VIDEO

“The human figures reflect the energy and life which Nike represents, set against a backdrop of tiled patterns which subtly present a Singapore story which unites us all. (While) the frames express the ever-present rules of life and society that can box us in, yet through sport we break free with the true and best versions of ourselves, with our stories woven in the tapestry of who we are."

- Samantha Lo

NIKE BY YOU

CUSTOMIZATION SERVICES

UNLEASH YOUR CREATIVITY. CUSTOMIZE YOUR VERY OWN NIKE MERCHANDISE AT SINGAPORE’S FIRST NIKE BY YOU. PRINT PERSONALIZED T-SHIRTS, ENGRAVE DUBRAES, AND CHOOSE YOUR ACCESSORIES TO MAKE THEM UNIQUELY YOURS.

YOU CAN ALSO OWN A PIECE OF SAM LO'S ART! PRINT YOUR FAVOURITE DESIGN ON A T-SHIRT AND BRING HOME A CREATION THAT IS UNIQUELY YOURS.

"My personal favourite is the one sporting  ‘Can.’ - probably the most Singaporean way to say ‘Just Do It’. Having this design in the series in collaboration with Nike means a lot to me, as it reflects the brand’s embracing of Singapore."

- Samantha Lo

PAYING HOMAGE TO SINGAPORE'S UNIQUE BLEND OF CULTURES AND LANGUAGES, SAM'S SHIRT DESIGNS REFLECT THE DAY TO DAY ELEMENTS FOUND WHILE WALKING THE STREETS OF SINGAPORE, THROUGH TYPOGRAPHY IN THE FORM OF STREET SIGNAGES. AND COLLOQUIAL WORDPLAY.

NIKE BY YOU X SAM LO

EKIN + ATSE

STORE ATHLETE TRAINING

THE FIRST COLLABORATION EFFORT BETWEEN EKIN + ATSE IN SEA&I, THE NSP JEWEL TEAM SPENT 5 DAYS TOGETHER LEARNING AND BONDING AS A TEAM.

WE TOOK THEM THROUGH A SERVICE AND INNOVATION JOURNEY, WITH EKIN AND ATSE EACH FOCUSING ON 3 KEY POINTS:

A T S E    F O C U S

E K I N    F O C U S

  • ENRICH THE UNDERSTANDING OF THE BRAND'S HISTORY AND HERITAGE, UNDERSTAND KEY CATEGORIES, INNOVATIONS, PRODUCT, AND SERVICES.

  • KNOWING THE MARKETPLACE AND HOW THEY SERVE.

  • NIKE BY YOU CUSTOMISATION SERVICES AND KNOW-HOW.

  • BRINGING THE INNOVATION TO LIFE THROUGH NIKE ZOOM AND REACT IMMERSIVE EXPERIENCE.

  • ELEVATING THEIR UNDERSTANDING OF SPORTS THROUGH BASKETBALL, NTC, AND NRC.

  • SERVICE JOURNEY: FW AND BRA TRIALING, NIKE APPS EXPERIENCE.

EKIN + ATSE TRAINING VIDEO

ROOKIE CAMP

4.18 OPENING EVENT

IN PARTNERSHIP WITH SUTL AND TO COINCIDE WITH JEWEL'S OFFICIAL OPENING, WE INVITED A TOTAL OF 500 GUESTS COMPRISED OF MEDIA, INFLUENCERS, NIKEPLUS MEMBERS, EMPLOYEES, FRIENDS, AND FAMILY FOR A GRAND OPENING EVENT LAST APRIL 18.

GUESTS WERE TREATED TO A NIGHT OF DRINKS AND CANAPES, AND GAINED EXCLUSIVE ACCESS TO THE NIKE BY YOU CUSTOMIZATION SERVICE. WELL-KNOWN SINGAPOREAN STYLIST, FURQAN SAINI, CURATED A FASHION SHOW USING THE LATEST SEASONAL COLLECTION 

43

MEDIA FROM 

25 PUBLICATIONS

MEDIA

TOTAL WEB: 14

POTENTIAL REACH: 13,968,590

TOTAL SOCIAL: 92

POTENTIAL REACH: 1,677,860

AVERAGE ENGAGEMENT: 5,520

"The opening definitely captured the essence of Nike being the prolific brand that it is with big names in the region among the invited guests. We enjoyed the whole walk-through of the store. It’s a dream for any fan of the brand to see a store as massive as the latest one at Jewel Changi Airport. The “Nike By You” section of the store is definitely a highlight but we’d have to say the store designs by Sam Lo has to be the best part about it. Nike is a global name with a huge influence, but this collaboration with Sam Lo which embraces the rich culture Singapore has to offer definitely leaves a lasting impression". – Amirul, Writer, Straatosphere

•“Think the customisation area is a new concept of the store that’s very interesting for us. Although it was rather crowded during the tour, it was a great way for us to learn more about the store and to understand the different elements of it.”

– Mark Hoe, Content Producer, ZULA

•“Think the wide range of products in the store is amazing and it looks like you can find everything here. The event was crowded but I really liked the fashion show!”

– Shermin Ng, Digital writer, Harper ’s BAZAAR

•“It was excellent! It was one of the best stores I've been to and everything was very well done!”

– Hatta Aziz, Editor, BOOTHYPE

•“Thought the store was very beautiful. I love that we have the customization bar too. It would be great if the store could have Singapore exclusives, that’s going to bring in a lot of customers for sure”

– Jolene Khor, Fashion Editor,

Buro Singapore

MEDIA SOUNDBITES:

NIKEPLUS MEMBERS

WE INVITED 30 ACTIVE NIKEPLUS MEMBERS IN SINGAPORE THROUGH EMAIL TO BE A PART OF THIS EXCLUSIVE GRAND OPENING EVENT. THESE SLOTS WERE SNAPPED UP WITHIN MINUTES OF THE SEND.

30

ACTIVE

NIKEPLUS

MEMBERS

OUR NIKEPLUS MEMBERS WERE TREATED WITH A FREE CUSTOMISED TEE SHIRT FROM THE NIKE BY YOU CUSTOMISATION BAR AT THIS EVENT ONLY

SALES RESULTS

4.11 - 4.21

*ALL FIGURES IN USD

SOLD QTY

TRANSACTIONS

ADPT

TRAFFIC

CR

UPT

750

239

80

6K

3.8%

2.8

UNITS

USD

NIKE BY YOU

CUSTOMIZATION STATS

  • USD 2.5K DAILY INC. THE COST OF TEE (PRINT & ACCESSORIES ONLY)

  • 10% OF REVENUE

  • CURRENT CAPACITY OF TEE CUSTOMIZATION @ 65 UNITS DAILY.

  • SHOE ACCESSORIES @ AVG. 340 DAILY QTY

  • DUBRAE CUSTOMIZATION IN HIGHEST DEMAND @ 45% OF DAILY QTY

MILESTONES

BEST SELLERS

APPAREL

FOOTWEAR

AJ 1 MID CRIMSON TINT

AJ 1 LOW BLACK TOE (ADULT & PS)

AJ 1 HIGH OG DEFIANT COUTURE

AJ1 RETRO HIGH OG IN TURBO GREEN

PG3 BHM

EPIC REACT FK   “PINK BEAM”

AIR MAX DIA IN PINK AND WHITE

WOMENS NSW WINDRUNNER JACKET

NATHAN BELL TANK IN BLACK & WHITE

MENS DFC “LEGS” TEE IN PINK & GREY

INDY BRA IN BLACK AND PINK

HYPERFEMME BRA IN BLUE

FUTURA BRA IN PINK

THE TEAM

SUTL STORE ATHLETE TEAM

SPECIAL THANKS:

SUTL (NSP STRATEGIC PARTNER)

SEA&I NIKE DIRECT:

DSM, MERCH, PARTNER MGMT,

STORE OPS, STORE CONSTRUCT

SEA&I IRM:

RB, VMS, AIRTEAM

SEA&I BRAND:

COMMS, INFLUENCER MKTG, BC

SEA&I X-FUNCTIONAL TEAMS:

MPO, OPS, FINANCE, LEGAL

APLA LEADERSHIP TEAM

APLA IRM AND VMS TEAM

NIKE.COM

HOMEPAGE TAKEOVER

BRANDED SERVICES

FW TRIAL +

TRIALING

BRA

FITTING

SAME DAY 

DELIVERY

SEAMLESS

SERVICE*

NIKE BY YOU

CUSTOMISATION

UNISEX 8%

KIDS 6%

FW 57%

APP 30%

NIKE BY YOU 10%

EQ 3%

BUSINESS CONTRIBUTION

NSW 30%

RUNNING 23%

JORDAN 21%

BASKETBALL 9%

BU$ CONTRIBUTION

GENDER SHARE

CATEGORY CONTRIBUTION

MEN'S 60%

WOMEN'S 26%

OPENING EVENT DAY

APRIL 18

GOOD FRIDAY

APRIL 19

EASTER WEEKEND

APRIL 21

$24K

IN 4 HOURS

$52K

3X REVENUE

1,520

UNITS SOLD

3X TRANSACTIONS

706

UNITS SOLD

630

$35K

2X REVENUE

471

2X TRANSACTIONS

500

GUESTS

20K

3X TRAFFIC

13K

2X TRAFFIC

BEST VIEWED ON DESKTOP/LAPTOP

AND GOOGLE CHROME

*WMNS RTL 50%, MEN'S RTL 50%​

NIKE JEWEL

CHANGI AIRPORT, SINGAPORE

4.11.2019

AVERAGE DAILY

$24K

+10% VS TARGET

RETAIL SALES

$267K

TRACKING USD 9M