NIKE DSG STORE

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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-store.

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.

To target the teen athlete, we added material sport cues, emotional sport-specific messaging,

and the anthem “Better Athlete Better Team” developed by Wieden and Kennedy.