Nike at ASOS: Custom Trainer Personalisation Station at the London Launch

When we started My Trove Jewels, we wanted to build something small and meaningful. A creative space where people could connect with themselves, create by hand and feel safe to explore their identity, through jewellery.

So when we were invited to collaborate on the Nike at ASOS launch in London (actually like how did that even happen), it felt like a beautiful alignment of values. This wasn’t just about fashion. It was about energy, creativity and what it means to move through the world with intention.

It was also one of our biggest creative brand collaborations to date.

A hands-on event that celebrated style and self-worth

The Nike launch event at ASOS was designed to honour more than just trainers or outfits. It was a moment to pause, connect and celebrate movement as a mindset.

We created a hands-on trainer personalisation station where guests could build their own custom jewellery pieces, exchange their laces and more. A little different to our usual, as this time isn't wasn't bracelets or necklaces but rather shoe charms were the highlight. 

Some chose lightning bolts to reflect their energy. Others picked hearts, stars or pieces from our tennis-themed selection (Wimbledon is just around the corner) People came alone, with friends, or as teams, and walked away with something they had made with intention and care.

It was creativity in motion.

From influencers to the wider community

The experience took place at Golden Lane tennis courts in Barbican, a perfect backdrop for a celebration of movement and identity.

The day began with an exclusive influencer event, where creators and creatives explored the collection, personalised their trainers and soaked in the atmosphere. This was followed by a vibrant consumer event, where the public joined in, bringing even more energy and curiosity to the space.

There were moments of stillness, deep chats over charm choices, and the kind of unspoken connection that comes from making something real with your hands....and of course a queue that just kept going. 

Why this collaboration meant so much to us

For us, this collaboration was about more than exposure. It was about message alignment.

Nike stands for personal power. ASOS stands for bold style. My Trove Jewels stands for creativity, expression and connection. Together, we brought those ideas to life in a way that felt grounded and personal. 

Our charm station wasn’t just a photo opp. It was a space where people could play. A space to remember that creating something (even a tiny piece of jewellery) can shift how you feel in your body and in your day.

What comes next

This collaboration reminded us of the power of community-led creativity. We saw the impact of offering hands-on experiences at high-energy brand events. And we’re dreaming of more.

From jewellery workshops to custom stations at launches and pop-ups, we are always seeking new ways to help people feel grounded, expressive and connected no matter the setting.

To Nike and ASOS, thank you for trusting our vision.
To everyone who laced up a shoe and added a little sparkle, thank you for stepping into our world.

We cannot wait to keep building with you.