Nike jumps on concert hype with exclusive NewJeans performance in SG

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Nike has collaborated with South Korean pop girl group NewJeans on a limited-edition Nike By You x NewJeans collection which will be available exclusively at Nike Orchard Road. As part of the launch, the group is set to perform at the Nike Orchard Road store in Singapore on 3 February, according to an announcement on Nike’s app.

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“We’re not being super shy about it,” the announcement said. The caption also references a song from their sophomore EP Get UP.

Fans will stand a chance to watch NewJeans live by downloading the Nike app on their mobile device, joining Nike's free membership and answering the question, ‘Tell us why you are the biggest NewJeans fan’, on 30 January.

By providing an opportunity to watch the closed-door performance only through the app, Nike aims to deepen the penetration of the Nike app in the Singapore market.

“After the performance, winners get first dibs to the Air Max 90 LV8 during an exclusive member shopping experience at Nike Orchard Road,” added the Nike announcement.

The announcement is also part of its Member Days campaign that runs from 30 January to 4 February.

MARKETING-INTERACTIVE has reached out for more information.

Nike retail stores in Singapore and Malaysia are currently owned and operated by Dubai-based retailer, GMG who has acquired Nike-only stores from the sports retailing arm of Singapore-based distribution company, SUTL Corporation last year.

This also marked the end of SUTL's 12-year partnership with Nike. According to a joint statement by SUTL and GMG, Nike first appointed SUTL as one of three operators in 2010 with three Nike-only stores.

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