Retail Theater that fits. Nike engaged DK on several retail and experiential projects. Nike desired to reach trendsetters in key cities in Asia, Europe and the U.S. for the launch of several new product lines. In each store, we created art-inspired experiences that captured the spirit and essence of Nike and its world of athletes. Our finished body of work used a variety of media and techniques: art prints; huge back-lit Manga wallpaper; and projected animation. The objective remained the same - make the experience of shopping fit seamlessly with the product concept itself.

Case Study

   
The Challenge
Create a visual experience that is captivating and immersive. It should enhance, not distract from the shopping experience. The voice needs to be as authentic for Nike as it is for the local community in each city.
The Solution
We started with the narrative sensibilities and techniques we use for our entertainment work. Translating them to the more intimate setting of Nike stores, we used the store walls and surfaces as canvases to capture the visitor’s imagination while keeping their physical space uncluttered. It is art with a purpose.
The Executions
Metaphoric storytelling fits Nike well, as it does with us. It also allowed us to speak from a more artful, universal language; an important consideration for Nike given it’s global reach.
To launch the Dunk line in Asia, Nike sought to develop a series of original Japanese Manga stories for print collateral and retail signage. We authored and produced a 32-page original Manga to be distributed throughout Asia. The artwork was used extensively throughout Asia as part of the campaign.

Credits

   
Nike Running ’08
Creative Director
Colin Day
Producer
Carrine Fisher
Designers
Colin Day
Karolina Sobecka
Editor
Dave Molloy
Animators
Colin Day
Will Frohn
Tim Howe
Jayne Vidheecharoen
Lee Grambush
Karolina Sobecka
Exec Creative Director
Matt Mulder
Exec. Producer
Mark Bashore
Nike ID
Creative Director
Jeff Long
Producer
Andrea Biderman
Designer
Shangyu Yin
3d
Linas Jodwalis
Executive Creative Director
Jeff Long
Executive Producer
Kent Smith
Nike Dunk
Creative Director
John Foreman
Producer
Morgan Henry
Designer
John Foreman
Illustrators
Sho Murase
Fernando Furukawa
Zwei
Nam Kim
Exec Creative Director
Matt Mulder
Exec. Producer
Mark Bashore
Agency
Wexley School For Girls