• Discipline
  • Brand space
  • Store
  • Specs
  • Foot Locker
    Europe, Middle East and Asia
    Nike NCX SiS Walls

Nike NCX Shop-in-shop for Foot Locker

Location: EMEA

NIKE, renowned for its fast-moving innovations, has come up with a new strategy to double its impact and the speed in which they get to market. It’s the NIKE Consumer Experience – better known as NCX – by which the sports brand is ramping up a more consumer-direct offensive through a vastly streamlined distribution system. As Foot Locker still has a key role in NIKE’s Network of partner stores, they sought new shop floor solutions for NIKE’s best-performing styles with which NCX can better service the local consumer.

"...new shop floor solutions for NIKE’s best-performing styles with which NCX can better service the local consumer."

NIKE Air Jordan and Air Max are today's most wanted footwear worldwide. As both brands have transcended their performance roots and become a cultural phenomenon in their own right, it comes as no surprise that these NIKE styles have made the cut and are remaining available at Foot Locker. Foot Locker called in new NCX shop-in-shop innovations for NIKE TN, AJ sneakers and apparel and NIKE sportswear at their stores in cities around the world.

We collaborated with NIKE's design team in developing these designs for the shop-in-shop walls by providing them with fitting materials. In 2019 we began delivering them to Foot Locker ‘Power Doors’ and up until now we have placed them in 65 stores throughout the EMEA region, and are continuing to produce and fit them as more Foot Locker locations start innovating with NCX.

To enhance a digital feel in-store, and to unify the wall-design with the ‘kinetic’ brand image of NIKE, multiple digital screen panels were added to show responsive narrowcasting. Also, there are LED signs that run content, such as the Air Force, Jordan or TN logos, high on the walls. These create an extra compelling spotlight above the highlighted sneakers and clothing.

Even the backdrops are fully lit and gradually change to a variety of hues. Further, the chromed shelves are decked out with extra impact platforms for sneakers in the shape of the iconic NIKE shoeboxes. There are light boxes and shapes of Jumpman and Swooshes throughout the shop-in-shop.

NCX activated whole woman experiences too as NIKE becomes increasingly fuelled by women engaging in sports and activities. Foot Locker asked us to cover their existing wall section with a full shop-in-shop for women. These are equipped with a backdrop that appears calm, with the same polished finish with chrome detailing, which is also reflected by the mannequins…

We are extremely proud to have already placed these NCX walls in so many great locations, particularly the Foot Locker megastore in Dubai, which was such an awesome project.

As the COVID restrictions made it hard to travel, for an NCX project in Kuwait we even found local fitting teams and managed them by remote thanks to Zoom. An unusual but successful experience for all parties. We are thankful for exceptional teamwork and trust in the partnership, even in difficult times.

  • Discipline
  • Brand space
  • Store
  • Client
  • Foot Locker
    Europe, Middle East and Asia
    Nike NCX SiS Walls

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