Nike enlisted vehicle into a high stakes battle for the hearts and minds of the team sport athlete.
forging a stronger retail presence
Nike asked Vehicle 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.
energizing athletic passion in-store
To target the teen team sport athlete, we amped up emotional sport-specific messaging with attitude, beefed up proud Nike branding, utilized sport related materials, and crowned it all with the anthem “Better Athlete, Better Team” developed by Wieden+Kennedy. We also worked on keeping tech messaging relevant and concise.
a consumer-centric approach
We visited over 40 Dick's Sporting Goods stores to observe consumer behavior. As a result, we knew to improve the consumer journey by minimizing the number of stories being told, to redesign the fixtures with strong category headers, and to reset the apparel pads on a diagonal to better welcome foot traffic. Also, recognizing that consumers tended to shop for footwear before apparel, we improved shop sight lines from that viewpoint to increase traffic.
Research & Insights
Strategy & Positioning
Brand Architecture & Hierarchy
Retail Shops & POS
Creative / Art Direction