FOOT LOCKER Concrete Jungle Sessions
A retail-first music experience that brought Nike’s Animal Instinct Pack into the heart of Harlem through live performance, product discovery, and the artists shaping New York’s sound.
On August 11, we transformed Foot Locker’s 125th Street store into Concrete Jungle Sessions, an in-store experience created with Nike and On The Radar around the launch of the Foot Locker-exclusive Animal Instinct Pack.
The collection’s themes of confidence, movement, and individuality moved beyond campaign language and into the environment itself. OTR green, Foot Locker and Nike branding, live music, artist performances, product, and fan engagement turned the active retail floor into a cultural destination without losing sight of the reason everyone was there: the product.
Focus Areas
Experience Strategy
Retail Activation
Live Music Production
Artist Integration
Product Launch
Focus Areas
Spatial Branding
Consumer Engagement
Guest Experience
Content Capture
On-Site Production
Project Story
125th street turned into on the radar
The Animal Instinct Pack was built around confidence, movement, and the instinct to stand apart. Harlem gave those ideas a real setting. We brought Foot Locker, Nike, and On The Radar together on 125th Street to create a launch where the product lived inside the music, style, and energy of the neighborhood rather than sitting apart from it.
Timed around Harlem Week, Concrete Jungle Sessions placed the Animal Instinct Pack in a neighborhood with its own unmistakable relationship to music, fashion, creativity, and personal style. Cash Cobain and Zeddy Will brought live performances into the retail experience, connecting the Animal Instinct campaign with two artists representative of New York’s current musical energy.
Concrete Jungle Sessions demonstrated what happens when product, place, and programming speak the same language. The Animal Instinct Pack was not simply displayed in Harlem. Its attitude was reflected through the artists performing, the consumers filling the store, and the neighborhood outside its doors.
Foot Locker and Nike gave the collection a real-world expression. On The Radar gave it a platform. Harlem gave it energy.
The store became the venue, and the product became part of the night.
It has been nothing short of greatness working with Agency 3-2.
From quick turnarounds with short timelines, kid's moments, and content shoots, they have never under-delivered and always exceeded expectations. It has been a pleasure working with the team, and I am excited about the future to come.
Mike Stevens
Director, Jordan Brand Chicago