Nike chose Air Max Day (March 27, 2018) to launch its women’s-dedicated Unlaced platform, a new retail concept that includes Nike-related style stories as well as an edited selection of footwear.
Currently Unlaced is an online entity though Nike said during its recent earnings call that it will be expanded to brick and mortar retail during summer 2018. “Unlaced will be both a physical and digital experience starting with nike.com in North America,” said Nike CEO Mark Parker. “It will debut at Nike SoHo this summer and then roll out to over 200 Nike direct and wholesale partner doors by the end of the calendar year.”
The platform was kicked off with a story shot during Paris Fashion Week with by Phil Oh, known as Mr. Street Peeper, who shot style blogger Susie Lau, performance artist Dolores De La Rosa, stylist Brie Welch, Sydney-based designer Anna Plunkett and social media manager Candace Marie. All six were shot coming and going from presentations wearing an Air Max silhouette of their choice.
Check out the Unlaced platform at nike.com.
Check out some images from the feature below.