NIKE NATIONAL RETAIL WINDOW PROGRAM

APPROACH

When Nike tapped us to handle the entire retail window program for their largest client, we thought we had died and gone to sneaker heaven. We designed and produced every Nike retail window program in Foot Locker, Lady Foot Locker, Kids Foot Locker, Champs Sports and Footaction – up to ten programs per month with related in-store and online assets. We utilized our in-house photography and retouching capabilities for many of the programs and strategic use of illustration for others to keep Nike's image on the leading edge of popular culture.

RESULTS

Despite the economic woes and reductions in overall consumer spending, sales for Nike increased each of the four consecutive years these programs by VehicleSF ran in Foot Locker Inc. nationwide.

  • SUMMER SPORT CULTURE

    This collection of footwear revived classic Nike's with cultural significance throughout a single summer.

    One of our goals with this program was to attract attention without showing the product. After exploring several different forms and visual styles, we landed on hiring illustrator Tavis Coburn to illustrate evocative renditions of
    the Air Assault, Air Bakin' and the Vandal.

  • NIKE SHOX NAVINA

    We were so struck with the form and color of the Nike Shox Navina that we decided to photograph the beautiful details of the footwear in our studio and get out of the way. The flower-like form and the vibrant green pallet was a perfect spring story and played well in store and online. Silver metallic printing complimented

    accompanying in-store elements.

  • KIDS FOOT LOCKER

    We turned to a single illustrative style to unify an on-going girls program for Kids Foot Locker. After exploring several illustrators, we selected the highly stylized talents of Julie West to represent several seasons of Nike footwear offerings. We also experimented with production details like frosted white on mylar for an eye-catching luminescence or die-cut acetate overlays to create unexpected depth.

VIDEO

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