Pink took over Harajuku last week as atmos pink celebrated the launch of its latest Nike collection, the PINK PACK. Built around the colour pink, the collection brings together a selection of Nike footwear, with atmos pink adding its own twist through a launch event and customisation experience.
Held on Friday, August 7, the night before the official release, the PINK PACK launch took place at the newly relocated atmos pink flagship Harajuku.
The event brought together sneakers, music, food and customisation, giving the PINK PACK its own dedicated launch experience. One of the main features was the Custom Bar, where customers purchasing from the collection could customise their sneakers with their choice of charms and shoelaces.
I’m always a fan of anything that lets you make a pair your own, and this is probably one of the best parts of the PINK PACK. Rather than everyone walking away with exactly the same looking pair, the Custom Bar gives people the chance to add their own personality.
The event also featured DJ performances, catering and a PINK PACK themed photo booth, adding to the overall experience and giving the launch more of a community feel.
The timing of the event was also pretty fitting for the new Harajuku location. atmos pink’s flagship store relocated and reopened on July 4 under the “PINK HUB” concept, creating a new space focused on the crossover between sneaker culture, fashion and community. The store also introduced its first Socks Bar, giving customers another way to style their sneakers.
The PINK PACK officially released on Saturday, August 8, following the launch event, with the collection available through atmos pink stores and the atmos online shop. The Custom Bar is also continuing beyond the launch event, with customers purchasing PINK PACK footwear at atmos pink stores able to access the customisation service.
And it looks like this won’t be the last we hear about the PINK PACK. atmos pink has also announced plans for further community events around the collection, with more details to be revealed through its website and social media.
For me, this is what makes the PINK PACK more interesting than just another Nike colourway. The pink theme gives the collection an obvious identity, but the customisation element adds something extra and gives people a reason to interact with the release. Nike drops happen all the time, but when a release becomes an experience around the sneaker rather than just the sneaker itself, it feels a little different.
The atmos pink PINK PACK is now available through atmos pink stores and the atmos online shop.
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