On Thursday, Nike opened the doors of its “Makers of the Game” pop-up store in the Arts District of Los Angeles, to unofficially kick off NBA All-Star Weekend coming to town. Hours before the space was officially opened to the public, the line stretched around the block in two directions, and the crush of people wreaked havoc on the notoriously low number of available parking spaces in that part of town.
The Makers studio was a spectacular achievement in pop-up stores, which of course are all the rage at the moment. Upon entry, visitors are treated to displays of the available customization options that the space provides to those lucky enough to have booked an appointment to get their one-of-a-kind custom pair of Nike kicks from the 90/10 collection, exclusive to All-Star week.
The Makers studio also contains a full-size basketball court, where there are skills challenges, and where Kobe Bryant, shoe designers, and others are holding Q&A sessions throughout the weekend.
Oh, and there’s also a retail store filled with the Nike All-Star Week drops. Well … filled for now, at least. The stock won’t last long considering most people lined up on that first day were there for the Kyrie All-Stars, the Kobe Undefeated collabo, and more.
But the other major draw is those customization appointments. The 90/10 collection is a full range of all Nike’s signature styles — Air Force 1s, Huaraches, etc. — that are “90 percent complete.” Those who have purchased a pair ahead of time have reserved the shoes and an appointment for a two-hour session with some designers, who will help walk them through customization options and plans, to make sure the customers walk away with a pair of unique custom kicks that actually look good.
The “Makers” name is an indication of exactly who the store is for: the creative types, the ones who want to express their individuality. A maker. As Nike spokesman Noah Gold put it, “Someone who is creative in their own right, and so it’s all about customization. So these shoes right here that you see, people have — all these people waiting in line — people have the chance to customize their own footwear the way that they themselves see either them[selves], their city, [or] the game of basketball. It’s kind of a mix of everything all in one. Culture, basketball, artistry.”
All of the custom sessions and the associated 90/10 offerings are sold out, but the store remains in place for at least a few more days. If you’re in Los Angeles and want to see it, it’s at 555 San Mateo Street. If you’re not able to make it down, just keep your fingers crossed that they’ll line up something similar in future All-Star host cities.
