There are many ways to make a bold statement. Over at Nike, that means tapping on one of the hottest girl groups today, NewJeans, to reinforce the message that the future of sport lies with women and girls.
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On 3 February, to mark the launch of Nike’s new flagship store in Singapore, Minji, Hanni, Danielle, Haerin and Hyein performed a slew of hits from their debut EP, including ‘Ditto’, ‘ETA’ and ‘OMG’, and answered questions in a short Q&A session between songs.
On their must-have style items, Hanni—the maknae of the group, said, “I like to wear really comfortable clothes. But sometimes, it’s fun to experiment with new styles and re-style clothes in my wardrobe that I don’t wear a lot. That being said, something that I love about fashion is shoes.”
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In conjunction with NewJeans’ performance—the group’s first-ever in Singapore—Nike also released a limited edition Nike By You x NewJeans collection; an exclusive range of graphics inspired by sports, Nike, and Singapore, for Nike Members to personalise their in-store purchases for a limited time.
Earlier in January, the sportswear giant launched its three-storey store along Orchard Road. Spanning 28,000 square feet, the store has made headlines for being the largest of its kind in Asia, outside of China. Beyond sprawling spaces for retail, the store also boasts a sports hub catered to all fitness enthusiasts, with dedicated spaces for women and girls.
You’ll also find Singapore’s first Swoosh Studio, a multifunctional space where fitness, wellness, and creative programmes are held and conducted by Nike certified professionals. On the third floor, Nike members can shop the Nike By You collection, which includes the option to customise colour ways for popular footwear designs and prints for selected sportswear.
Of the group’s showcase in Singapore, VP/GM of Nike Southeast Asia and India Sanjay Gangopadhyay said, “Nike Orchard Road brings the best of sport to Singapore, and we’re proud to celebrate that further with NewJeans through dance, style and creativity. We create Nike-only experiences like these to welcome new athletes into sport and to inspire all athletes to keep moving.”