This past Tuesday HYPE got an exclusive invite to a NIKEiD design experience in Braamfontein ahead of the official NIKE.COM launch in SA, which took place yesterday. To break it down, the whole concept behind the NIKEiD launch was to finally give South African’s an all-access pass to the best of Nike, via an impressive 24-hours-a-day store. So Nike.com is accessible through mobile, computer and device, which practically gives anyone an all access pass to the best of Nike, including apparel, footwear and Nike+ services.
During our design session we kicked it with NIKEiD senior retail manager Jonathan Muir, who has had over 15 years experience of working within the urban youth fashion sector in SA and recently moved abroad to London to head up the NIKEiDStudio concept and launch it all around Europe.
From the Tip, Vamp, Sole, lace and basically every main sneaker feature you can think of, NIKEiD gave us full creative freedom to personalize our own Kicks.
“I used to have a store in Cape Town, from a skateboarding background. At the end of the day skateboarding wasn’t paying the rent and we started getting into sneakers and that’s where I made the crossover to Nikey. So we launched Nike skateboarding into South Africa through that store and I went over once or twice to the head office in Amsterdam like 11 years ago. That’s when I made the connections with the id guys ” Jonathan Muir