# Secretive Sneaker Pop-Ups Nike and Foot Locker are Partnering on a Pop-Up "Sneakeasy" By Laura McQuarrie | Published 2017-11-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nike-and-foot-locker References: [campaignlive](https://www.campaignlive.co.uk/article/nike-foot-locker-team-sneakeasy-footwear-pop-up/1450594) & [news.nike](https://news.nike.com/news/nike-foot-locker-sneakeasy) [Nike](https://www.trendhunter.com/trends/nike-running-the-corner) and Foot Locker came together to create a new [footwear pop-up](https://www.trendhunter.com/trends/autry-opens-an-ibiza-popup) for sneaker fans that is set up like a traditional speakeasy. The newly set up 'Sneakeasy' in New York City is said to have nondescript double doors that covertly lead the way to paradise for a sneaker lover. Inside the Sneakeasy, footwear fans will find a variety of Nike and [Jordan](https://www.trendhunter.com/trends/nike-and-lego) silhouettes. As the space that the pop-up is housed in used to be a bank, the pop-up plays up its history with details such as shoeboxes that are covered in gold foil, complete with hidden UV ink designs and sealed by notary stickers. At the pop-up, Nike fans also have the chance to get their hands on exclusive t-shirts that are also packaged with gold foil packs and sealed with notary sticker labels. This style of secretive event preys on a consumer's fear of missing out and drives them to become part of the exclusive event. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 89% | Activity: 75% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Exclusive Pop-ups:** Creating secretive pop-up events that appeal to consumers' fear of missing out. - **Nostalgic Brand Experiences:** Utilizing historical or unconventional spaces to create immersive brand experiences. - **Limited Edition Packaging:** Using unique and collectible packaging materials to enhance product exclusivity. ### Who This Affects Most - **Footwear:** Incorporating secretive pop-ups, nostalgic brand experiences, and limited edition packaging into footwear marketing strategies. - **Retail:** Exploring secretive pop-up concepts to attract customers and create buzz around retail experiences. - **Fashion:** Innovating packaging designs and pop-up concepts to create exclusive fashion experiences. ## Related on Trend Hunter - [Next-Gen Sneaker Stores](https://www.trendhunter.com/trends/store-of-the-future-concept.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Sneaker Collector Preorder Platforms](https://www.trendhunter.com/trends/nike-snkrs-reserve.md) - [Urban Sneaker-Inspired Exhibits](https://www.trendhunter.com/trends/museum-of-graffiti1.md) - [Large-Scale Basketball Events](https://www.trendhunter.com/trends/foot-locker-takeover.md) - [Plush Footwear Pop-Ups](https://www.trendhunter.com/trends/the-monster-den.md) - [Custom Sneaker Marketplaces](https://www.trendhunter.com/trends/sneakify.md) - [Customizable Shoe Decorating Events](https://www.trendhunter.com/trends/style-your-toe.md) - [Pop-Up Recovery Shops](https://www.trendhunter.com/trends/nikes-soup-shop.md)