There goes the Neighborhood

Lately, there seems to be a few interesting things going on in the county they call Orange. I got word that our good friend and current 686 Faction member, James Marshall (aka Dalek) was going to be in town. Why? Well, Nike and company has decided to put together the first action sports retail experience consisting of all of their brands (Hurley, 6.0, SB, Converse) of all places; smack dab in Laguna Beach. (Yeah, I know I’m about a week late on this post) When you first think about it, I didn’t get it, as everyone’s brand is quite unique. However when you walk inside, it’s actually a pretty cool experience as all the brands work well with each other. Party in front view.



I arrived late and missed a grip of people and other crazy things going on. The Nike posse was nice enough to let me in for a minute. The first thing you can’t ignore is the HUGE Dalek piece in the center. I think its over 20’ tall. Check out the video of how he did it in less than 4 minutes.



The store was open and airy with lots of eye candy going on. How about 6.0’s rainbow colored push?



Can you see 6.0’s new logo? I won’t get that much into it on this post, but it looks awfully familiar to our 686 federally registered trademark logo I made 7 years ago. Hmm, drop the 6, part of the 8, add a swoosh, then presto, you have…686, I mean 6.0



Hurley’s Puerto Rico 4-way stretch boardshorts representing the flavors.



How about some Chuck Taylor love



Upstairs, SB was in the house, as well as a Nike ID studio and customization area where you can actually sublimate your own boardie. Damn, how cool.



Overall, the store was really put together well. It showed a story of what each brand does and more importantly how it clearly communicates to each other in a creative and easy manner. All this was put together by my friend Dennis, whom I introduced to you on my last post at Nike. D had a great crew to work with and also brought along former Nike partner, and Tannery/Concepts head, Jon. Cheers fellas for a job well done.