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.

Project Scope

Research and Insights
Strategy & Positioning
Brand Architecture & Hierarchy
Identity Design & Development
Identity Systems
Messaging & Content
Brand Voice / Tone
Creative / Art Direction
Brand Guidelines