Nike DSG Store | Retail Design

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.

Digital render of Nike DSG store product display

Digital render of Nike DSG store retail design display

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.

"Pure performance" and nike attribute icons with descriptions

Customer experience of the retail space illustrated in a simple graphic

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.