Nicki Minaj Shuts Down Tower City in Cleveland for DTLR x LOCI Shoe Launch Event!

DTLR is excited to announce our biggest celebrity partnership to date with Hip Hop royalty, Nicki Minaj and her brand new shoe line with LOCI! Nicki Minaj and LOCI unleashed a full line of men’s and women’s shoes this month with DTLR proudly serving as the leading retailer to exclusively carry them in the US.

SHOP DTLR x LOCI TODAY!

To celebrate the beloved partnership, we hosted a mega shoe launch event at our DTLR store location at Tower City in Cleveland, OH on September 13^th and 14^th. From the moment doors opened on the 13^th, until they closed on the 14^th, Minaj’s fans, better known as The Barbz, were in full force. Packing out not only our store, but the mall as a whole, we turned our Tower City store into a full Barbz experience. The store was met with a beautiful custom floor, pink lights, a runway-esque area in the store that served as the perfect photo/video opportunity. We set up a bright pink couch as well where Nicki would eventually spend time with fans with a beautiful display of the various LOCI shoes.

Outside of the store, we set up a huge signing wall where fans could sign their name and write their own sweet message to Nicki, which was all the way filled up by the time we left. In the spirit of “doing it big” for the Queen’s arrival, we also customized a new Tesla Cybertruck that was decked out in pink with LOCI, DTLR and Nicki Minaj signage on it, that sat right in front of our store. Safe to say that was one of the biggest talking points of the event. We also had a ton of giveaways including a cotton candy station where fans could get a free pink treat, as well as exclusive t-shirts and tote bags to those Barbz that copped a pair of the new shoes. 

SHOP DTLR x LOCI TODAY!

To make this event even better, Nicki Minaj herself surprised fans as she pulled up to the store that Saturday (9/14) and was met with hundreds of fans who surrounded DTLR and the mall as a whole. Being a true icon and someone who loves her fanbase more than most, Nicki took the time to walk around the mall and greet the fans, take pictures amidst all the chaos going on. The scene at Tower City was truly indescribable as the Barbz were rightfully beyond excited.

After taking some time to walk around, Nicki then entered our store admiring the set up and the brand new shoes that she worked tirelessly on. Fans were given the intimate opportunity to meet their favorite artist, take pictures and even leave with a handful of autographs. It was a magical experience and a moment the Barbz (and Minaj herself) will likely never forget. The shoes were flying off the shelves, the energy was incredible, and Nicki spent hours with the Cleveland Barbz. As the Queen continues on her Pink Friday 2 Tour, we can’t wait to see what else this partnership will bring and what other amazing moments we can create together.

Be sure to cop a pair of the LOCI’s before they sell out!