Nike is testing and launching one retail format after another: first the House of Innovation, and later Nike Live; and most recently, the concept Nike Rise, which lies between the two. What their projects have in common is their direct-to-consumer strategy – with data-driven storytelling, personalised connected-shopping offers and experimental services. For years we have acted as pacemaker to accompany the breathtaking speed of progress; we have been responsible for logistics and shopfitting and ensure that the worldwide rollout, as most recently in London’s White City, runs smoothly with dozens of new Nike openings to date. At peak times that means four stores per month – not bad, when we remember that in London alone this involved a three-storey experience store with countless materials and digital features. And that Nike is famous for its zero-waste strategy.
