Nike - Epic React

The first ever full-store takeover for DSG in partnership with Nike NA Brand to create a large-scale immersive activation to visually showcase the unique features and innovation of the shoe and Epic React technology. Pulling together research from how React campaign was coming to life globally across geos at a pop up level, we then scaled these ideas to work in a 3800 sq ft retail space.

As the retail industry undergoes a massive shift, creating environments that make consumers want to learn about, interact with, and share brand moments is paramount for brands who care to leave a lasting impact.

The goal? Build an emotional connection with Nike and DSG customers through a journey of education, interaction and sharing of compelling design moments. We gained a place in consumer’s memories, not just their closets, creating longer and stronger relationships for both brands.

A full omni-channel marketing strategy was developed and executed across digital properties, owned and paid media channels, athlete and influencer partnerships and elevated seeding experiences. 5k runs were activated in three key geographies, allowing customers to trial the Epic React shoe for the duration of the event and run.

The in-store experience was unique in that the customer journey took center stage in every design decision — incorporating hands-on, digital and interactive elements and physical manifestations of the shoe’s benefits to inspire customers. Upon entering the store, customers were met with an oversized React graphic applied to the exterior glass façade, an army of running mannequins with custom spring pedestals depicting the shoe in all stages of a running stride.

Vinyl wayfinding on the floor led guests to 4 custom pedestals depicting the benefits of the React shoe — soft, springy, light, and long-lasting. Their journey continued to the rear footwear pad, with product storytelling featuring 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 232 custom digital screen connected to a self-propelled treadmill.

The result? This key door significantly outpaced the sell-thru of product in comparison to the rest of the DSG fleet (by 4-5 times). React sales increased by double-digits post-install of our experiential activation. Lombard continued to rank as the #1 DSG door for React performance.