RM72 is the industry's most elevated service model. The Los Angeles iteration was a low-profile, high-impact access point created by Nike Entertainment Marketing to build deeper relationships with those defining what’s next. Entertainers, creatives, innovators, and athletes came to connect, co-create, and build with the brand and its network.
The space was activated by a collective of sharp minds embedded in culture and its creative community. They moved with taste and intention, able to connect dots before they were visible and translate cultural nuance into something real and tangible. Access wasn’t random, it was intentional—rooted in trust and mutual respect. It was where emerging designers sat next to global icons, and new creative bonds began to form.
At its core, RM72 wasn’t about selling, it was about helping forge narratives and creating the conditions for cultural shifts to take root. It quietly set off launch patterns that rippled through both the brand and the culture. Not transactional, but collaborative. Not just exclusive, but deeply connected.
Every interaction was considered. From personalized one-on-one appointments to design sessions in The Studio, from product seeding & styling to highly curated experiences and custom builds, RM72 offered more than access. It offered presence. RM72 allowed Nike to show up in ways that felt grounded, thoughtful, and culturally aligned with the moment.