How do you freeze out the competition in a crowded All-Star marketplace? Well, you build one of the coolest pop-up shops the world has ever seen– Mt. 12skii. Nike wanted to give sneakerheads an advance opportunity to score its most highly anticipated signature shoes—the Ja 1—and TAIT was on hand to break the ice.
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For the February launch in chilly Salt Lake City, Utah, we created an icy pop-up to give fans the chance to snag the Ja 1s. We built a gigantic, intricately carved sculpture of the new Ja 1 shoe, crafted from man-made materials to mimic snow. The giant shoe stood next to a huge faux ice block encasing a life-size Ja Morant figure.
Inside the icy Ja 1 shop, things got even cooler. A carefully curated ice museum displayed mementos from Ja’s life, perfectly preserved in walls of ice. Fans braved temperatures of 25 degrees Fahrenheit (-4°C) to view the memorabilia and bag a pair of Ja 1s months before the official launch. A rare, limited-edition version of the All-Star Nike Ja 1 kicks was also on show in a bespoke Midnight colorway (iced out with Swarovski bling). For an extra touch of drama, purchases rocketed down a winding ice luge to their eager new owners.
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Nike’s MT. 12SKii launch was an All-Star success, selling out shoes in record time and captivating the internet with epic pics from this ice-cold pop-up activation. An event so cool it made headlines in Adweek, Boardroom, Sneaker News, Nice Kicks, Daily Memphian, and Activate UK.
