02/09/2005 06:37:00 AM 
The lounge is the brainchild of one of Nike's Canadian marketing partners and is designed to help runners prepare for the Vancover Half Marathon
It provides runners with a space where they can test drive Nike product, get information on local running routes, receive post-run massages and listen to talks from Nike guest speakers.
It's a perfect example of a great pop-up store. It allows the core audience of runners to interact with the brand, through a relevant experience. Since runners are always on the look out for information on routes, shoes and finding new training partners, this idea fits perfectly with a target need.
It also fuses a number of elements together in an interesting way; Nike product, Nike's sponsorship of the half-marathon and extends the brand promise from a product to a service relationship
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