Snipes’ Nike Dunk Museum in Brooklyn Is Proof That Next-Level Retail Partnerships Are Critical in 2021

How do retailers effectively collaborate with Nike in 2021? Snipes has one compelling answer. The European sneaker retailer — which has been building its business in the U.S. since its 2019 acquisition of Kicks USA — opened its newest location in Brooklyn last week, in the Crown Heights neighborhood. The 5,000-square-foot unit, located at 1117 Eastern Parkway in a space formally occupied by Modell’s and before that a bank, features a temporary Dunk Museum celebrating the 35th anniversary of the iconic style. The Dunk took home FN’s 2020 Shoe of the Year honor and continues to dominate sneaker culture. Snipes joined forces with Project Blitz, a Los Angeles-based sneaker agency, to curate the selection of 35 Dunks featured in the museum, which is open through February 18. Kicks on display (nothing is for sale) include collaborations with Travis Scott and Ben & Jerry’s, among others. “The Dunk is a phenomenal legacy story and we wanted to tell it. We pitched it to Nike and they loved it. We brought our version of modern art to the neighborhood,” said Adam Herstig, VP of marketing for Snipes. Snipes clearly understands that next-level retail partnerships like the Dunk initiative are key in the pandemic era, particularly

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