From the archives: Nike party at The Department Store

SPORTY SPICE May 28, 2010

As the epitome of the Un-Sporty, I can vouch for the feeling of guilt when one slinks past a sporting outlet. Luckily no-one yelled “couch-potato!” when we went to Nike’s pop-up store party at The Department Store tonight…

Since The Department Store opened last year on Auckland’s North Shore, it has quickly become a necessary destination, combining all our fashion and beauty needs under one roof. So what more could one desire on Northcroft Street? What about the king of kickers: Nike…

While slouchy trackies and jogging shoes haven’t always been synonymous with keeping up appearances, Nike’s newer ranges of clothing and sports apparel are increasingly more wearable to the general masses, not just those who take their fitness seriously.

We think their paint-splattered windbreaker would go great over a floral frock, and those neon high-tops will look perfect with a cute skirt.

Below: Nike’s Nerolie Curran and Cam Lamb.

With FIFA World Cup fever just a couple of weeks away, what better time to get interested in all that soccer can offer us? Well I’m sure even the least Sporty Spice amongst us will recognise Nike’s classic N98 blazer; designed first for the Brazilian soccer team, it has become a staple of sportswear, and offers the easiest crossover into streetwear. The N98 relaunch has been a collaboration with top artists across the globe to create iconic blazers for the six of the top soccer nations.

On display today at Nike’s brand new pop-up store in The Department Store were the Netherlands’ contribution (Artist Delta shows his Dutch pride with eye-popping orange accents), the re-invention of the Brazilian original (‘Nunca’s design blends traditional Inca patterns with modern graffiti) and the US of A’s streamlined black and white offering, from American artist Mr Cartoon, which features his well-known prison tattoo stylings.

As well as a handpicked selection of windbreakers, jackets and racer-back singlets, some fantastic sneakers were displayed in pride of place. Several different designs are available, and I know the highlighter-yellow velcro-tops will be the first to race out the door! We loved the eighties colour themes, and fresh spring colours.

Nike’s great guys and gals were on hand to explain the passion and vision of their new ranges, as well as the motive for such a special store placement. Nerolie Curran and Cam Lamb (pictured) both mentioned Nike’s desire to show the versatility of their lifestyle and sportswear ranges to a new range of customers who wouldn’t normally frequent a specialist sportsgear shop.

As the epitome of the Un-Sporty, I can vouch for the feeling of guilt, the aversion of eyes when one slinks past a sporting outlet… hoping that the svelte, fitness-mad retailers won’t race out on the street yelling ‘couch-potato!’ when they spy me. Which of course means that I rarely, if ever, have even a passing acquaintance with new seasons and ranges from sportswear brands.

By bringing Nike out of the sports shop and into the Fashion Maison that is The Department Store, they’re bringing to our attention that, indeed, running shoes and windbreakers have a place in our day to day outfits. And with our current love of comeback trends like leggings, high-top sneakers and tough-pretty blazer/frock combos, their designs are spot on.

We spotted several celebs showing a soft-spot for their inner-athlete today, including TV presenter Shavaughn Ruakere, DJ Sirvere and more (pictured below), as well as Mayor Andrew Williams, and Dave Donaldson (who owns some of the buildings that house Karen Walker stores) and of course Karen Walker, with husband Mikhail Gherman and daughter Valentina.

So next time you run into The Department Store for your new jeans, hair-do or beauty treatment, sprint to check out Nike apparel at the back of the store.

Calypso Paoli, Freelance Photographer.