DICK'S SPORTING GOODS: JUST DO IT POP-UP
DESIGNING AN INTERACTIVE RETAIL EXPERIENCE TO CELEBRATE AN EPIC ANNIVERSARY
BRAND ACTIVATION | RETAIL POP-UP | CONTENT CREATION
With more than 700 locations, Dick’s Sporting Goods is the largest sporting goods retailer in the country. With an ever-evolving customer base that expects unique in-store shopping experiences, DSG has increasingly partnered with its largest suppliers to create specialty shop-in-shops within its massive stores. It comes as no surprise that one of those key partners is Nike.
In celebration of the 30th anniversary of the launch of Nike’s iconic Just Do It slogan, we were hired to design a Basketball-centric pop-up customized to three flagship locations across the country in Los Angeles, Chicago and DSG’s corporate base, Pittsburg.
HOW DO YOU CELEBRATE A SLOGAN AS ICONIC AS ‘JUST DO IT’ IN 350 SQUARE FEET?
With a limited retail footprint in which to execute the concept, we faced the challenge of balancing retail performance and creating broader engagement with the Just Do It celebration.
Our vision was to engage visitors in the JDI space whether they actually purchased product or not in order to help create buzz, and generate more excitement over the two-month activation.
Nike’s simultaneous mass media JDI-30 campaign featured athletes like LeBron James, Serena Williams and Colin Kaepernick. We created a digital photo-booth experience where consumers could have their photos taken with a color treatment and copy that made it look like they were a part of the campaign. Aside from social sharing options, large screens in the pop-up cycled through recently captured photos, drawing in more consumers to participate and subsequently share.
Working to carry the celebration beyond the space, we designed customized packaging, and a limited edition augmented reality poster which customers received with purchase. Once unrolled, smartphones could reveal moving images within the artwork in the poster.
The pop-up spaces kept a primarily neutral, black and white palette to allow for several pops of Nike orange, and the localized city’s sport team’s colorful gear to pop.
To maximize the activation’s design impact, we opted to reskin existing fixtures, allowing us to focus budget toward other fully bespoke elements such as product displays, props and signage.
Once our initial materials palette and design direction for the pop-up was approved, we set about to customize each city’s activation based on square footage and footprints in the respective stores.
In addition to space design and collateral creating, we oversaw production and the on-site execution in all three cities simultaneously. The pop-ups were active for approximately two months.
BALANCING BESPOKE AND REPURPOSED ELEMENTS HELPED MAXIMIZE THE SPACE DESIGN.
A conceptual render of the Chicago pop-up space, showing custom pedestals, fixtures, displays and photo booth at rear.
AT-A-GLANCE
CLIENT: Nike
TYPE: Brand Activation + Retail Pop-up
LOCATION: Los Angeles, CA / Chicago, IL / Pittsburg, PA
ACTUALIZATION: Two-month pop-ups inside Dick’s Sporting Goods flagships
PARTNERS: IDL Worldwide
OUR ROLE:
Strategic Planning
Consumer Experience + Journey
Zoning + Merchandising
Graphic Design - Collateral + Packaging
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Custom FF+E Design
Production Management
Installation Oversight
PROJECT GALLERY
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