Retail environments and your brand image
Nike- Just did it.
I confess. I have not purchased, nor considered purchasing a pair of Nike shoes in well over 15 years. Perhaps the last time I had an interest in Nike was during the glory days of Michael Jordan. Now that was NBA basketball worth watching and, yes, I am dating myself. Maybe I’m exaggerating the facts, but I truly can’t remember that last time I felt that the brand was relevant to my life. Ok, maybe I’ve invested in a few cotton athletic shirts with the simplistic swoosh over the years. At $10 each they were a bargain, but I lost interest in the Nike brand. That is until now.
Nike is back. At least that is how I felt after a recent visit to the Las Vegas Nike Store at the Forum Shops. The store is impressive, as an overstated retail position, beaming a brand imagery that is bigger than life. From the highly visible and illuminated “Swoosh”, projected on the Romanesque ceiling to the well executed symbolic global entranceway - the language of the environment defines cool, smart and competitive. Intelligently lit with a compelling graphic scheme, the multi-level product showcase does not disappoint, cleverly distinguishing product offerings and suggesting performance vignettes to the masses. It’s a feel good store. For a brand that continues to “just do it”… even after all these years.
Brand is simple.
Brand is athletic.
Brand is global.
Brand is clean.
Brand is competitive.
Brand is lit.
Brand positions.
Jack Hally is Executive Vice President and Co-founder of BlueHive, a full service firm which specializes in the design and production of Strategic Brand Environments. Jack is a frequent lecturer and commentator on brand marketing and entrepreneurship. He has successfully launched over 300+ companies during a 30 year career. He wears a size 11 and loves to walk great distances. He may be reached at jhally@blue-hive.com .