Strong partnerships deserve experiences designed to outlive the event day. 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 and Pittsburgh, designed to build connection and drive impact.

The IRL moment included:

• A VIP influencer hour to fuel social reach

• Personalized charm + sock bars to boost product love and sales

• A branded photo moment to extend the in-store moment

We made sure to connect to the local running and beauty scene by inviting Run Clubs from each city as well as Beauty Influencers in the market to enjoy the experience.  To amplify the local connection, we served signature coffees at the VIP experience and provided local favorites like, Hyppo Ice Pops, to consumers throughout the day.

This activation, exclusive to DSG, extended the collaboration between Nike and Milk Makeup that was kicked off 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 was free as the gift with purchase, when buying the Vomeros at Dick’s Sporting Goods.