Bringing Sustainability
into Nike’s retail environment

Client: Nike

 

THE CHALLENGE:
Present sustainability as a viable point-of-sale difference to consumers.

Nike’s Sustainable Business Department wanted to raise awareness of sustainability among consumers at the point of purchase. This would help Nike stand out in a very crowded space with a new point of difference. Lots of factors hinder additional marketing/promotion at this level, from retailer restrictions to limited floor space.

THE ACTION:
Develop a simple icon-based product sustainability rating system.

I pitched the concept of a system to rate the sustainability of each product through four core levels: water savings, CO2 reduction, recyclability and waste reduction. This allows consumers to quickly digest the unseen benefits of Nike’s apparel at the key 3-5 second selection process.

The system was carried out to a product rating tag implemented alongside the price tag. A new upper rack card was also created with simple, bold definitions of the four factors. We also referred consumers to a Nike URL and an in-store iPad/Kiosk with simple, bold action phrases to make a difference in their purchase.

THE RESULTS:
A complete integrated in-store experience that got noticed.

The end result was a working setup in a local Nike Goddess store to run a 2-week limited test of the program.  I designed and produced new tags, shelf cards, signage, and kiosk for the test, along with internal education materials for the staff. The setup was simple with little effect on valuable floor/shelf space. Staff and customers responded positively, and engaged with discussions and the website.


My roles in the project:
Strategy/Concept, Art Direction, Copywriting, Digital Design, Retail Design

 

Key presentation material to retail staff

In-store ipad/kiosk with sustainability messaging

Sustainable rating rack and tag system in action

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