A Brand Building

Nike created a temporary indoor skateboard park dubbed The Garage in a former car wash in Williamsburg, Brooklyn, open to anyone willing to sign up for a Nike+ account – a free profile affording users access to Nike’s key apps.

Not only a great example of a physical brand experience for one of your products, Nike’s The Garage also blends the physical and digital to help create a true community experience.

Designed with input from team riders from Nike's SB (skateboard) division, the winter hangout boasted rails, ramps and a 4ft quarter pipe, raw brickwork walls adorned with artwork and boards from US pro-skaters including Stefan Janoski and Eric Koston, a locker room, and a seating area/gallery displaying Nike SB footwear and apparel.

Fans can sign up for sessions via an SB Garage microsite. Bridging the physical digital divide, the space can also be used in conjunction with Nike's SB app – particularly its new, social network style Performance rating tool, Skatewise. Users build personal showreel profiles based on 15second performance videos (edited inapp), and follow others, including professional riders, through games that challenge other skaters to show off their skills by filming designated tricks.

 

Heavily rooted in the appeal of community, a related tiered skills map dubbed the Trick Tree is designed to help users improve and analyse their skating prowess? all videos are rated by their peers. The app also features a 'skater of the month' award, with the best performances logged (as judged by Nike) migrating onto the Nike SB website.

Idea Room is an initiative from Silk Road