Nike x Milk Makeup Vomero Plus Collab
Activating: Nike x Milk Makeup at Dick’s House of Sport
To bring to life the Nike x Milk Makeup Vomero Plus collaboration, we created an activation, exclusively at Dick's House of Sport in Tampa, Florida, designed to build connection and drive impact. We seamlessly blended beauty with sport creating engaging and memorable moments for fans of both brands. From influencer exclusives to personalization stations, every touchpoint was built to spark connection and drive sales.
This activation extended the collaboration between Nike and Milk Makeup that was kicked off in June at Nike’s After Dark Tour in LA. Milk Makeup created a limited-edition Balmade Electrolyte Lip Balm in Hyper Pink to match the Nike Vomero Plus sneaker. It is the gift with purchase, while supplies last, when buying the Vomeros at Dick’s Sporting Goods.
Activation Highlights
Influencer Hour
A curated experience featuring a coffee cart, gifting, and embroidery. This hospitality-first moment set the tone for exclusivity and generated strong social buzz.
Personalization Bars
The Charm Bar and Sock Bar encouraged interaction with the Vomero Plus and Balmade, while local Run Club patches became a crowd favorite. These bespoke details not only drove product exploration but also tied purchases to the event experience.
Milk Makeup Bar
Attendees refreshed their look with Milk Makeup professionals, where they received makeup tips and touchups, highlighting the new Milk Makeup Balmade, exclusive to Dick’s Sporting Goods.
Photo Booth
A bold Nike x Milk Makeup branded photo booth delivered a highly shareable social moment, fueling organic amplification on Instagram and TikTok.
The Results
💄 Positive feedback across influencer and consumer audiences amplified both brands.
💄 Social posts on IG and TikTok extended reach far beyond the retail store.
💄 Personalization and an exclusive Balmade gift-with-purchase encouraged Vomero Plus sales and left guests with lasting impressions.
💄 IRL connection and experience seamlessly blended the beauty and sport collaboration.
The Takeaway: By layering exclusivity, personalization, and social-first design, brands can create activations that feel both exclusive and accessible—striking the perfect balance between brand building and measurable impact.
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