For the first time in DICKS Sporting Good’s (DSG) history, an entire store was transformed into a fully immersive, 3800 square foot activation to visually showcase the unique features of Nike’s Epic React shoe, while allowing customers to learn about, interact with and share compelling design moments. Instrumental to the idea and implementation was IDL Worldwide, a global experiential design expert that is pushing the frontiers of the retail industry by helping brands connect with consumers via dynamic, real-life experiences.
The 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 to learn about, interact with and share compelling brand moments. 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 various stages of a running stride, and a 27 ft custom lit chandelier. Behind that, 40 inch custom foam Nike React letters stood above foam cladding of the table, apparel fixtures, foam columns and a foam archway. 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, 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. Custom lighting was also used throughout the store to give blue and pink visual pops and elevate, delight and disrupt the typical DSG experience.
IDL Worldwide ensures that brands have an emotional connection with their customers more than just their products—but a memory, a story, an experience. That is why Nike’s partnership with DSG and IDL is monumental. With IDL, they gained a place in consumer’s memories, not just their closets, creating longer and stronger relationships.