Nike x Milk Makeup Vomero Plus Collab
Nike x Milk Makeup: Blending Beauty and Sport at Dick’s House of Sport
When two powerhouse brands like Nike and Milk Makeup team up, it’s more than a product drop — it’s a cultural moment.
To celebrate the Nike x Milk Makeup Vomero Plus collaboration, Tara Wilson Agency designed and executed an exclusive experiential activation at Dick’s House of Sport in Tampa, Florida. The goal: create a space where beauty meets sport, and where personalization drives both connection and conversion.
From influencer hospitality to hands-on customization, every detail of the activation was engineered to deepen engagement and amplify impact.
The Vision: Merging Two Worlds
This activation extended the Nike x Milk Makeup partnership that first launched during Nike’s After Dark Tour in Los Angeles.
Milk Makeup had created a limited-edition Balmade Electrolyte Lip Balm in Hyper Pink — a vivid shade designed to perfectly match the Nike Vomero Plus sneaker. The product became a gift-with-purchase exclusive at Dick’s Sporting Goods, serving as both a beauty statement and a collector’s item.
In Tampa, we brought this story to life — not just through visuals, but through experiences that invited guests to interact, express, and connect.
Activation Highlights
☕ Influencer Hour: Hospitality-First Exclusivity
We kicked off the activation with a curated Influencer Hour featuring a coffee cart, gifting suite, and live embroidery station.
This intimate, hospitality-forward experience was crafted to create buzz, foster personal connection, and set the tone for exclusivity.
Influencers shared authentic, behind-the-scenes content that helped drive early social momentum across Instagram and TikTok.
✨ Personalization Bars: Interaction Meets Expression
At the Charm Bar and Sock Bar, guests could customize accessories inspired by the Vomero Plus and Balmade designs.
Local Run Club patches quickly became crowd favorites — a creative nod to community and individuality.
These bespoke touchpoints turned retail engagement into an emotional experience, linking each purchase to a memory and moment.
💄 Milk Makeup Bar: The Beauty Experience
Guests could stop by the Milk Makeup Bar, where professional makeup artists offered refresh stations, touchups, and product demos.
Each interaction spotlighted the limited-edition Balmade Electrolyte Lip Balm in Hyper Pink, showcasing the brand’s high-performance beauty ethos.
This zone created cross-category discovery — inspiring sneaker fans to explore makeup, and beauty lovers to explore Nike’s innovation.
📸 Photo Booth: Social-First Storytelling
A bold, co-branded Nike x Milk Makeup photo booth brought the visual story to life — perfectly designed for Instagram and TikTok.
Guests captured and shared their experience in real time, extending event reach organically and keeping the activation trending beyond the store walls.
The Results
💄 Social Amplification: Influencer and consumer content extended far beyond the in-store experience, generating authentic excitement on Instagram and TikTok.
💄 Brand Synergy: Beauty and sport intersected seamlessly, reinforcing both brands’ shared values of creativity, performance, and self-expression.
💄 Increased Conversion: Personalization and the exclusive Balmade gift-with-purchase directly encouraged Nike Vomero Plus sales.
💄 Positive Sentiment: Feedback across all audiences highlighted the activation’s sense of connection, personalization, and premium energy.
The Takeaway
The Nike x Milk Makeup Vomero Plus activation proved that exclusivity and accessibility can coexist when design and storytelling are intentional.
By layering personalization, influencer strategy, and social-first experiences, we transformed a retail environment into a cultural destination — one where beauty, sport, and self-expression collided.
The result: a collaboration that felt alive, shareable, and memorable — the perfect balance between brand building and measurable impact.
Have a Collaboration You Want to Turn Into a Big Moment?
At Tara Wilson Agency, we specialize in turning partnerships into experiences that move people — and culture.
Let’s make your next activation unforgettable.