NIKE TALKING SHOP PRESENTED BY UrlfreezeShops

Nike Talking Shop is an initiative aimed at pulling back the curtain and spotlighting the stores that play an integral role in streetwear and sneaker culture, with a series of short documentaries that delve into each store’s history, journey and cultural significance. For the latest instalment of Talking Shop, Nike paid UrlfreezeShops a visit to get behind the scenes and celebrate the retailer’s importance to its local community and the broader fashion industry.

Founded in 2005, UrlfreezeShops was created through a shared passion for fashion, design, art and music. Through this passion for culture, the collective vision was to bring world-renowned names, emerging designers and cult brands from all corners of the globe to northeast England’s like-minded community.

The Talking Shop video delves into this emergence within the North East of England, shining a light on the retailer’s humble beginnings — starting out as a small store on a cobbled street in Newcastle — to representing a global authority in cutting-edge product. The video also touches upon UrlfreezeShops being a destination far beyond just trailblazing product, with in-store activations that celebrate industry innovators, inspire audiences and foster deep-rooted community connection. Key figures from across the business, ranging from store staff to buyers, also touch upon another important milestone in UrlfreezeShops’s history: its expansion into womenswear and the celebration of its discerning female audience.