NIKE X JD SPORTS BOURKE ST OPENING


Creative direction, concept and design by Space Between
Build and install by Boom Studios
Photographed by Ben Hartnett
For the opening of JD Sports’ new Melbourne flagship, a Nike street-side activation took the celebration beyond the store and into the city.

A bold, high-energy vault landed in the heart of Melbourne, drawing lines down the block. Guests queued to unlock safety deposit boxes packed with sought-after pieces — from OG Pink Foam and Neon Air Max 95 to Nike x Central Cee Tech Fleece. A coveted golden key allowed shoppers to skip the line with a qualifying in-store purchase, seamlessly connecting street buzz with retail conversion.

Heat on the pavement. Momentum at the register. A launch moment that lived in culture as much as it did in store.


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