Chinatown's Livestock teams with Nike to create customizable soccer apparel

Streetwear and footwear boutique transforms into unique pop-up shop during Women's World Cup

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      As the FIFA Women's World Cup finals take place in Vancouver, fans are scrambling to get a piece of the action, and Chinatown's Livestock (141 East Pender Street) is making it easy for soccer fanatics to get their very own, ultra-customized piece of the action.

      With the help of athletic-apparel giant Nike, the streetwear and footwear boutique has been transformed into a pop-up shop that will cater to fans during the soccer festivities in Vancouver. Those interested in purchasing t-shirts, jerseys, jackets, and shoes can have their garments customized to feature iD options that can't be found anywhere else, with all embroidery and screen printing included in the item's original purchase price.

      "Nike had pitched this to us about 20 days out from the launch, so aside from shipping the products, it came together pretty well overnight," said Brendan Denault, Livestock's marketing coordinator. 

      The store's interior has been changed entirely to suit the pop-up shop's unique product offering: turf installations, soccer motif wall displays, competition brackets, a 70-inch screen streaming the games, and even a soccer ball chandelier.

      The rear of the store has been designed to resemble a laundromat, and houses full moving racks, state-of-the-art heat presses, a laser etching machine for shoe designs, and embroidery machines.

      Denault says that the level of customization varies depending on the garment, but there are plenty of options depending on what fans are looking for. 

      "The best option for iD-ing your footwear is the Nike Air Force One. It has the best canvas and the most blank space, and the synthetic leather reacts best with the laser etching," said Denault, adding that there are three different placement options for designs.

      Two logos have been designed by Nike especially for the event and can be etched onto the heel of the shoes: a maple leaf for the more traditional, or a 'V' logo featuring blue and green accents to reflect Vancouver's involvement in the World Cup. Women's shoes will ring in at $115, while the Men's Air Force One will cost anywhere from $125 to $150. Denault says the Air Force Max is also customizable, but has fewer options than the Air Force One.

      Nike's blank T-shirts come in at the lowest price point ($30 to $40), and include a simple front screen that can be customized to read "(Your name here) vs. The World". If you're not into putting your own monker on the shirt, Nike has also pre-printed a number of shirts to read "Vancouver vs. The World".

      "The design options for the T-shirts are very limited, but the blank jerseys are one of the better options in terms of customization and price point," Denault said.

      The blank jersey, the store's most popular item, has space for an embroidered logo on the chest, as well as a name of up to 12 characters and a number on the back. The standard, short-sleeved V-neck jerseys feature Nike's Dri-fit technology and come in at $45, while the long-sleeved goalie jerseys are available in three different colours, at $50.

      Specific jerseys for Nike's sponsored teams--Brazil, Netherlands, France, and England--are also available, but you'll have to reach a little deeper into your wallet: these federation jerseys ring in at $105. Warm-up jackets are also available.

      While the shop is open to walk-ins, fans interested in purchasing apparel have the option of scheduling an appointment to have a one-on-one consultation with a Nike iD specialist to customize a piece of their choice.

      "If you can make an appointment, they'll break it down for you. The whole process takes about half an hour," Denault explained, adding that the store has been fairly busy since the pop-up shop opened at the start of the World Cup. 

      Livestock is open daily between 11 a.m. to 8 p.m. Fans interested in booking an appointment can contact the store at (604) 559-0877.

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