Nike Lebron XXII
For Nike’s most pinnacle franchise, LeBron, they asked us to help create the global retail directive for the Holiday season. Based on the athletes’ experience, our task was to bring “Pressure” to life.
For the global rollout of LeBron XXII, our team created a comprehensive Retail Directive to guide all Nike retail and external partners worldwide.
A holistic retail system, our team also designed a comprehensive fixture system including Nike Innovation and Behind the Design storytelling.
Feeling the Pressure
For an athlete like LeBron James, the story of how he manages the pressures of the game is something that doesn’t get much attention. So Nike wanted to focus on that pressure to tell the story of LeBron and the LeBron XXII.
Starting with a loose idea of “how we bring pressure to life at retail” we launched into a full conceptual design for the retail expression. The pressure was on. Created as a full consumer journey, we concepted and designed a complete retail takeover that included the facade, initiative zone, retail merchandising, footwear wall, fixture systems, materials, lighting, and graphics.
Within that retail construct, we also concepted and designed the trialling experiences, critical moments where the consumers get to actually try the product.
Designing the retail assets was a large part of the project, but the most critical piece was to compile all of the big ideas and the smallest details into a guide that could be distributed globally to all the Nike stores and retail partners worldwide, so they can faithfully recreate “The Pressure” wherever they are.
- Retail Design
- Retail Strategy
- Concept Development
- Copywriting
- Experience Design
- Production Design
- Sketchup