Nike asked us to totally redesign their shop-in-shops at Dick's Sporting Goods to combat the surging competition that was investing heavily in retail. We created this fly-through of our final design for presentation to the DSG executive team.
To target the teen team-sport athlete, we added material sport cues, emotional sport-specific messaging, and the anthem “Better Athlete Better Team” developed by Wieden and Kennedy. We also worked on keeping tech messaging relevant and concise.
We improved the consumer journey by minimizing the number of stories being told, redesigning the fixtures with strong category headers, and resetting the apparel pads on a diagonal to better welcome foot traffic. Recognizing that consumers tended to shop for footwear before apparel, we improved shop sightlines from that viewpoint.