In celebration of the global launch of the New Balance X-90 Knit, a sneaker that combines the best of the 90s with 2018 street style, Foot Locker and New Balance today announce their plans to open a “Rewind to the 90s” Pop-Up Shop in Los Angeles. The experiential Foot Locker store, located at 939 Studio, will be free and open to the public daily from 12-7 p.m. from Aug. 10-14, 2018.
Designed by Stadium Status Group to be a fully immersive experience, the pop-up will take its visitors back in time to interact with decade-relevant products, music, TV and fashion. The series of themed spaces include a Koosh ball pit, Nickelodeon Double Dare photo moment, a SNICK Lounge and a throwback bedroom. Visitors of the 90’s pop up will have the unique opportunity to step inside a capture studio and be transformed into holograms. Upon exiting the room, each guest will be able to view their 90’s themed hologram projected into custom-designed holographic displays.
“New Balance’s newest model, the X-90, is a great opportunity for Foot Locker to nostalgically immerse our LA consumers into the decade,” said Patrick Walsh, VP of Marketing for Foot Locker North America. “The pop-up is not only a store but an experiential space, reminiscent of 90s youth culture.”
The featured New Balance X-90 Knit ($100) was inspired by the classic 99x series and fuses sport with style, making it disruptive and yet true to New Balance’s classic look. The pop-up will also offer a variety of other New Balance products, including an exclusive, early-release of the X-90 Recon ($110), in advance of the Sept. 1 global release date.
“We saw the X-90 launch as a huge opportunity to not only showcase New Balance’s authentic heritage through a new silhouette, but tap into a cultural phenomenon with a strong, global partner,” said Chris Davis, VP Global Marketing, New Balance. “Foot Locker helped bring the ‘Rewind to the 90’s’ experience to life with their unique point-of-view, pulse on culture, and strong brand identity.”
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