Making the cut: Nike Barbershop pops up in Paris

Paris – Barber shops have traditionally been hubs for male bonding, banter and preening, so what better idea for a brand hoping to access men in this primal state than to build one of its own?

Nike this month unveils its first pop-up Nike Barbershop in Paris, a real-life, functioning, retro barber offering free haircuts to the public, a video gaming room to hang out in, an art space, a photo booth and a small Nike shop.

The shop is part of a tongue-in-cheek viral campaign, created with French advertising agency LEG, and featuring Italian footballer Mario Balotelli trialling various kooky hairstyles.

This is a great example of a brand creating an environment that provides shared experiences while promoting brand association. For more on consumer demand for conviviality, read our Conviviality Culture macrotrend. For more retail trends, read our Retail Futures report.