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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.

Cement-cast basketballs, white perforated metal, and JDI-30 themed black tape were used throughout the space.

Custom-designed footwear pedestals featured a terrazzo material, as well as other design elements found across the pop-up.

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

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