On the first floor of the space, visitors will be immersed in the inspiration behind Rocky's collaborative shoe, including the chance to be just feet away from iconic skaters and celebrities from all mediums. Next, the second floor will give visitors a shot at buying the SRLo before heading to the third floor for a rave assisted by Rocky and the ASAP Mob crew for those with VIP capabilities.
Rocky has linked with skate icon Dave Mayhew for the shoe at the heart of the celebration. Only 500 pairs of the shoe will be available in two color ways—black/black and black/blue—at the pop-up Friday. Each pair of the limited edition shoe runs for $250.
Doors for the retail portion of the event, held at 3560 Broadway in New York, kick off at 4 p.m. local time and wrap up by 8 p.m. The third floor rave begins two hours later at 10, with the whole experience currently slated to wrap late around 4 a.m.
Last month, Rocky gifted a pair of his Under Armour sneakers to Daily Show host Trevor Noah.
The shoes were previously teased during Rocky's during his Testing-promoting Lab Rat performance piece way back in May. At the time, fans noted the shoe's Osiris D3 inspiration. Now that we know Mayhew is involved, that comparison makes even more sense.
You can check out a preview of the pop-up below