Nike Sportswear – 21 Mercer Flagship – Block Party

By - August 22nd, 2008

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1:02:07, one hour, two minutes, seven seconds before opening

Last evening, 600+ invited guests jammed into a single city street block for the grand opening of 21 Mercer Street, the stand alone flagship for Nike Sportswear. Essentially a block party, a long held Summer tradition in New York City. However, any event staged by Nike is never simple. Weeks in the planning, Nike spared no expenses by transforming the city street into a miniature sports arena mock-up, promptly named “Section 212″ (after the area code of NYC) The cobblestone street entirely covered with Astroturf, while stadium seatings were installed on a 2-tier platform. Reinforced rigging allowed authentic stadium lighting on each side of the entrance, flanked by 2 large LED displays with countdowns to the store opening. Extended out toward both end, 8 mammoth projections showcased short films by a collection of artists – Robert Wilson, Craig Stecyk III, Yamandu Roos, Heron Preston, Tim McGurr, Hugues Lawson-Body, Todd James, Cheryl Dunn, Kyle Demers, and Boogie. To further the ambiance of a real stadium, Nike hired mascots from the collegiate and professional sports teams from the NYC area. Concession stands with army of carters were set up around the event space. The company even invited die-hard Yankee, Mets, and Jets fans to instill a certain element of “rowdiness”. When the countdown reached zero, or half-time at the imaginary arena, Brooklyn-based Soul Tigers marching band performed its signature drumline routine to usher the entrance of famed director and long time Nike collaboration, Spike Lee, and world’s #1 tennis player, Roger Federer, to officially open the doors to 21 Mercer Street.

Nike Sportswear – New York
21 Mercer Street | aarow rightMap
New York, NY 10013

> Nike Sportswear

More photos after the jump…

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The Nike Sportswear – 21 Mercer Street Block Party

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Section 212


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Nike Sportswear Walk

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Arsen (Kendo, Hall of Fame) / Ray (Mighty Healthy)

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Chase (Converse), Takeru “Tsunami” Kobayashi (former Nathan Hot Dog Eating Title Holder) & Nico (Staple Design)

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Frasier (Nike)

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Bobbito Garcia

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New Jersey Devils Mascot

More pics on the next page…