NIKE DSG STORE
/ RETAIL /
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.