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November 17, 2017

How Nike and Foot Locker are Taking Sneaker Shopping Experiences to New Levels

Beginning November 22, the nondescript double doors at 30 Wall Street in New York City become the gateway to a treasure trove: Sneakeasy, a new retail pop-up designed for sneaker fans.

Just like a traditional speakeasy, Sneakeasy is defined by what’s inside. The space (which used to be a bank and is inspired by New York’s Financial District) houses a powerful assortment of Nike and Jordan Brand silhouettes as well as surprise drops and events. Once in, you’ll be paired with a staff member who will take you through the experience.

When you determine what you want, your shoes will be dispensed via a door that looks and operates like a safety deposit box. It contains your sealed gold-foil shoe box with hidden UV ink designs and sealed with a notary sticker. Take the box to check out.

Though sneakers are the main event, Sneakeasy will also stock limited-run T-shirts that draw design inspiration from the footwear assortment and come packaged in zip-lock gold-foil packs and sealed with a notary sticker label.

Here’s a first look at some of Sneakeasy’s upcoming drops:

Submissions for the first Sneakeasy launch, the Special Field Air Force-1 Mid “OBJ” open today via the Foot Locker App Launch Reservation system (sign up to receive a push notification that the shoe is available, then you can attempt to reserve a pair in your size; if it's in stock, you'll get a confirmation to pick it up at Sneakeasy).

Additional launches, including the silhouettes highlighted above, will drop throughout the week. Learn more about exclusive launches and events at Sneakeasy by following Nike and Foot Locker social channels, through the Nike SNKRS app and by joining Foot Locker’s VIP loyalty program for special member benefits.

Sneakeasy at 30 Wall Street in New York City will be open daily (except November 23) from 11 a.m. to 5 p.m. from November 22 to December 1.