Nike Football Wall Reset

Helen Goalby


Our brief was to reset the existing Nike Football Wall by creating a concept that visually stood out and won the Sports Direct football department.

The concept needed to work across both Flagship and Elevated stores, providing
an informed and engaging consumer experience whilst still providing the necessary merchandising principles and educational tools.

TOO_News_16_9_NikeFootballWall_2The concept was based around three key objectives:

• Invite the Full Family – Creating messaging, experiences, and displays that
resonate with and feel inviting to all.

• Educate and Inspire – Inspiring consumers and empowering them to learn more about the different boots, silos, innovation, and end uses that will best suit their
needs and goals.

• Comparison – Helping to facilitate and validate decision making, both physically
and digitally.

Unique patterns were developed to represent each silo, connected to their end use. These were developed in 3D form, giving dimension to the wall. Digital ticker tapes and product hero boxes were created to sign post and educate consumers on each silo, alongside lenticular graphics to showcase key Nike athletes.

The new Flagship concept recently launched in Sports Direct Oxford Street Flagship store. The elevated concept will be rolled out across all new Sports Direct stores.



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