Nike Sportswear 21 Mercer – Mobile Customization Lab

By - August 1st, 2010

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Visitors to New York City’s Nike Sportswear at 21 Mercer Street will notice something quite peculiar at the center of the store, a full fledged workshop. As part of the kick-off event for this month’s World Basketball Festival, Nike stationed its Mobile Customization Lab for the festivities. Armed with the latest equipments, from MacBook Pro laptops, Roland Printing Press, laser etching machinery, to low-tech items like workstations, the Mobile Customization Lab is a motorized variant of the 255 Lab on Elizabeth, hence its nickname “Mobile 255″. Staffed by 3 dedicated artisans, each with the skill sets to calibrate the technical specifications of each equipments and still able to design an add-on graphic on the fly, the Mobile Customization Lab offers a real-time experience that were all done behind closed doors just a couple of years ago. For 21 Mercer, the lab was employed to create The World Against Mercer t-shirt, a spin-off of the sold-out Tinker Against The World tee for the Air Max 90 Infrared launch some weeks ago. The unit is also responsible for a special laser engraved all-white Air Force 1 for the 1LOVE Locally Celebrated theme. Customers could select a set templates from the 5 Boroughs Pack and have 1 of the borough’s insignia engrave as well. Comes with a special Locally Celebrated shoe box by Earsnot of IRAK NYC.

The Nike Mobile Customization Lab will end its program at 21 Mercer by tonight. For those who miss the opportunity, the Lab will make set-up shop at several upcoming events, both at Nike locations and others like the Montreal Fashion Week in September.

Nike Sportswear 21 Mercer
21 Mercer Street | Map
New York, NY 10012
TEL #: 212-226-5433

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