# Giant Shoebox Installations Nike Dropped a Gigantic Shoebox on a New York City Street Corner By Tristan Garnett | Published 2015-02-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/new-york-city References: [bleacherreport](http://bleacherreport.com/articles/2363536-nike-turns-new-york-city-street-corner-into-shoebox-for-nba-all-star-weekend?utm_source=twitter.com&utm_medium=referral&utm_campaign=programming-national2) & [sneakernews](http://sneakernews.com/2015/02/11/nike-launches-snkrs-app/) This year's annual NBA All-Star Weekend festivities were held in New York City, which promoted one company to take advantage of the increased attention being paid to the city. The iconic sneaker brand, [Nike](https://www.trendhunter.com/trends/nike-running-the-corner) placed an enormous interactive shoebox, 'the Zoom City [SNKRS](https://www.trendhunter.com/trends/nike-snkrs-reserve) Station,' on the corner of Bowery and Great Jones Street. The shoebox is part of a marketing initiative to increase awareness of the company's new app, 'SNKRS' which allows users to customize and purchase shoes with their phone. The [pop-up store](https://www.trendhunter.com/trends/nikes-soup-shop) serves as a replica of the app, displaying to passersby instructions on how to order shoes using the app. A limited number of consumers in New York City, were given the opportunity to have the app installed on an iOS device this weekend. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 76% | Activity: 82% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Interactive Pop-up Stores:** Brands can create unique interactive experiences to showcase their products and increase consumer engagement. - **Mobile Apps for Customization:** Companies can leverage mobile technology to create tailored experiences for consumers and streamline the purchasing process. - **Guerilla Marketing:** Unconventional marketing tactics can generate buzz and attract attention, especially in high-traffic areas or during events. ### Industries Being Reshaped - **Athletic Footwear:** Athletic footwear companies can utilize pop-up stores and mobile apps to showcase their products and allow for customization. - **Fashion Accessories:** Fashion accessory brands can create unique pop-ups and leverage mobile apps to provide customizable experiences and increase consumer engagement. - **Marketing and Advertising:** Marketing and advertising companies can explore unconventional tactics, such as guerilla marketing, to help clients generate buzz and increase brand awareness. ## Related on Trend Hunter - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Packaging-Inspired Footwear Designs](https://www.trendhunter.com/trends/box-shoe.md) - [Branded Interactive Parks](https://www.trendhunter.com/trends/birkenfields.md) - [Sneaker-Shaped Swimming Pools](https://www.trendhunter.com/trends/sneakerpool.md) - [Revitalized Shopping Destinations](https://www.trendhunter.com/trends/foot-lockers-home-court.md) - [Branded Newspaper Kiosks](https://www.trendhunter.com/trends/grey-days.md) - [Logo-Shaped Sportswear Pillows](https://www.trendhunter.com/trends/nike-birthday-pillow-gift-box.md) - [Sneaker Culture Radio Stations](https://www.trendhunter.com/trends/nike-air-max-day-2023.md) - [Phygital Sportswear Concepts](https://www.trendhunter.com/trends/nike-style.md)