Store takeover takes shoppers on immersive journey
NIKE EPIC REACT ACTIVATION | DICK’S Sporting Goods, Lombard, IL
size: 3,800 sf
completion: April 2018
photos/video: Ray Hall, CLICK
Shop! member IDL Worldwide contributed to the design and installation
SHOWCASING THE UNIQUE FEATURES OF NIKE’S NEW EPIC REACT SHOE, this month-long brand activation takes shoppers on a fully immersive journey using hands-on, digital, and interactive elements. The activation marks the first time the retailer gave a full space takeover to a brand at one of its stores.
Features such as an oversized React graphic applied to the exterior glass façade create memorable and shareable moments. Mannequins with custom spring pedestals depicting the shoe in various stages of a running stride provide an epic dose of adrenaline-fueled inspiration. A 27 ft. custom lit chandelier further elevates the in-store experience. Foam columns, a foam archway, and 40 in. foam letters also contribute to the design’s stylish, cutting-edge vibe.
More elements include vinyl wayfinding on the floor, leading guests to four custom pedestals depicting the benefits of the React shoe — soft, springy, light, and long-lasting. Continuing the journey, a rear footwear pad features additional custom spring pedestals, a custom table presentation, foam gondolas, a foam back wall, a field of pillows, a shoe try-on area, and a custom digital screen connected to a self-propelled treadmill. Custom lighting providing pops of blue and pink also enhances the experience.
To see more, watch the video below: