The opening of one of Asia's largest Nike concept stores required the attention of all running enthusiasts. Positioned in a Hong Kong location famously referred to as 'Sneaker Street' it was important to gain a serious point of difference in terms of it being a genuine 'runners hang out.' Hence turning the store into a literal locker room, where people could stash their gear in their own personalised locker, take on running challenges, test their physical endurance and sample Nike products in a way not done before.