A Footwear Department Takeover at Dick’s Sporting Goods

An Offering from Nike Executives to design the new Dick Sporting Goods Footwear department.

Dick Sporting Goods was developing a new footwear department for their stores. Nike executives offered to have one of their Nike designers design a new footwear concept for them. The agreement was to let their agency and Nike's design team build a prototype store, and they would proceed with the design from choice to roll out across the Dick Sporting Goods fleet of stores.

Tasked with this mission, I reviewed the various store formats to understand all the conditions needed to roll out, reviewed capacity requirements for all categories, and the flexibility required between all brands within the footwear department. I also reviewed opportunities to elevate storytelling throughout.

Of course, the opportunity would leverage Nike to initially dominate the key locations to showcase their product as the stores opened. Then, leveraging the back wall perimeter and the front and center aisles, we could maximize Nike storytelling.

I developed all new wall, and floor fixtures, environmental graphics, ceiling and lighting elements, signs, platforms, and marketing elements to be flexible and easy to change out as categories and brands changed throughout with capacities and seasonal directives.

The prototype stores I designed were at their Los Cerritos and Las Vegas locations, so we can see how the concept was adaptable to various footprints for rollout.

The concept was well received and was agreed to roll out across the fleet of Dick's Sporting Goods stores throughout North America.