Nike + Office Sage Launch

Office Nike Carnaby Street
Window Display Nike Carnaby Street

The brief

TYC have embarked on a journey with NIKE to formulate a reaction to the shift in attitudes to trainers as a fashion item. With a particular spotlight on the female marketplace and the ‘the style editor’ shopper.
Working with OFFICE shoes as the test bed for the project due to its stong connection with the highstreet and fashion footwear. London sites at Carnaby street and Westfield White city were identified as the stores to lead the exciting launch of the Air Force 1 Sage, #theforceisfemale
Nike Office Carnaby Street

The approach

After initial research, the team decided to ‘roll up sleeves’ and go to work in store in order to observe customer movements and behaviours specific to site locations.
The team took time to deeply understand her journey, both online and offline and her expectations from a brand with perceived style credentials.
Having established the requirements of all parties involved, TYC set about creating a visual style that complimented the language of NIKE aesthetic whilst also appealing to the style savvy/fashion focused OFFICE customer.
The Intention was to guide her through a more inspiration driven, connected and seamless shopping experience. Focusing on the display and presentation of the product in context to ‘her world’, highlighting style inspiration and opinion via collaboration with Never Fully Dressed, a brands she respects.
TYC set out to to add value from a brand perspective through smart use of tech, to enhance the shopping experience and provide engaging yet tangible outcomes/metrics for the brand partner, with a view to educate and inform decisions on Brand moments going forward.
Nike Approach

The outcome

A playful and dynamic brand execution that captures the imagination of the style editor customer type. The new design helps to move the brand forward, both on the whole and in their window communication. It is a step towards strengthening NIKE's authority inline with the brand positioning, as a trusted fashion focused brand.

The sage application was installed during October 2018. It has been incredibly well received by the client and driven and uplift in sales. It will be succeeded by a new TYC x NIKE x OFFICE campaign launching November 2018.

To top it all off, the project has been awarded to following industry recognition:

WINNER of The International Visual Merchandising Awards 2019


Project scope: Strategy, Interior design, Graphic Design

  • Sushidog Kiosk
  • Nike Concept Render
  • Nike Office