It was a whirlwind of a weekend at the Nike Orchard Road store, where NewJeans certainly got our attention. To celebrate the opening of the all-new outpost and remain committed to its growing female-oriented brand vision, the sportswear giant held a Nike members-exclusive affair to welcome the starry K-pop quintet—composed of Minji, Hanni, Danielle, Haerin and Hyein—to unveil their first-ever performance on our local shores early last Saturday afternoon.
View this post on Instagram
And so they did. Performing a quartet of some of their most-loved hits, it was a swinging treat for Nike’s private group of attendees. From the popping grooves of ‘ETA’ to the beloved ‘OMG’, the energetic quintet brought their A-game to the stage, busting out their synchronous choreographies in no less than the latest Air Max 90 silhouette: the LV8. “The Nike LV8 is something that elevates a usual look, and gives it a bit of that hip-hop feel,”offers Hyein, the group’s youngest, on the stacked silhouette which makes its Asia debut exclusively in this Orchard Road outpost.
Thoughtfully designed with three storeys all to itself, the new monobrand store which opened in January is emblematic of its dedication to product innovation and contemporary design. Imbued with an inviting air through high ceilings and a transparent facade, the new space is poised to welcome its members and customers alike to interact with its immense product catalogue and engage in the in-store experiences available.
One such example would be the Nike by You experience, which allows Nike members to express their creativity freely by customising a select range of apparel and accessories to their liking. Of course, for this particular special occasion, a bespoke set of Nike By You x NewJeans graphics had been dreamt up—all of which take inspiration from the quintet themselves and their visit to our parts of town. Read: a kaleidoscopic range of graphics that span from garden-inspired motifs to ‘Bunnies’-related imagery—as a reference to the K-pop group’s legion of fans. So between their invigorating performance, the exclusive Q&A session held for members and the unique Nike By You customisation experience for items bought in-store, NewJeans’s appearance was a true celebration of the growing relationship between style and sport—undoubtedly led by the dynamic K-pop group, one that’s on the pulse of pop culture.
Above, watch ‘NewJeans asks NewJeans’ where the quintet asked each other questions about their favourite workouts, current fashion obsessions and who they think the best cook is.
Digital editor Janice Sim
Producer and videographer David Bay
Digital writer Azrin Tan
Second cam Jackie Mah
Third Cam Dennis Kho
Sound Cheng Lijie