On 2 June, American sportswear giant Nike took over 34 Yanqing Road in a longtang alley in Shanghai for a pop-up space and event, or “bloc party” called “Block 90” for its Total 90 football series. The event was a collaboration between Nike and the ANAR FC, an amateur football-centric creative collective. The pop-up exhibition space will be open until 30 June.
A pop-up “Block 90” Nike store is also set up with an Aerow I football embedded in the shopfront, paying tribute to Nike’s early 2000s marketing. All 88 football boots in the Total 90 series will be on display at the month-long pop-up space, along with footballs, 50 classic T90 jerseys, including those from Chinese clubs. Current and upcoming colourways for the Total 90 sneakers, released this year, are also on display.
Football challenges, chances to customise their T90 kit and a football-themed jewellery workshop were held at the event. The bling and the design hark back to the early 2000s era as the Shanghai pop-up by Nike attracts young people with both an affinity to football and Y2K nostalgia.
Amateur football has been huge in China in recent years, with the neighbouring Jiangsu Province now hosting a viral “Jiangsu Super League” amateur series between the 13 counties and cities of the province. Not only did the tickets see their resale value boosted tenfold, but they also created many a Hot Search on Weibo, China’s Twitter equivalent. Nike and On also teamed up with amateur runners for their running gear this year. Tapping into amateur collectives and clubs might be a new way to reach communities for brands, especially sportswear labels.