Nike Las Vegas: Product Madness

Nike Store Las Vegas Front | Chute Gerdeman - award-winning retail design and branding.

Nike Las Vegas: Product Madness

Nike Las Vegas: Product Madness 800 649 Chute Gerdeman

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Nike has always been known for building incredible stores with some of the most creative use of visual merchandising and storytelling, and their store in the Caesars Palace Forum Shops is no exception. Creative use of propping mixed with typography and lighting to tell a story, beautiful displays of colorful product, unexpected moments of discovery – this has become the norm for Nike stores, and shoppers expect to see it whenever they walk through those doors. What struck me about this particular location however was their incredible March Madness display right at the entry of the store. It could not be missed.

Photo by Chute Gerdeman

Photo by Chute Gerdeman

Two large, 2-story tall light boxes depicting college athletes from Duke and Syracuse dunking with splatters of paint behind them flank either side of the display. The visuals are colorful, visceral, and energetic. The paint splatter motif carries through the design and reflects the colors of all the major teams competing in March Madness while giving the space an electric energy and ferocity. Rows of gymnasium lights create a path leading you directly into the space and to the very minimal product display at the center. Considering the scale of the space, the lack of product being displayed in it was really quite surprising, but in a good way. All the focal lines in the space lead you to 3 small, nicely designed fixtures displaying 3 different lines of basketball shoes. And that’s it. There was very little brand communication on the pedestals. There didn’t need to be. The message was obvious. This product was the key to supercharging your game and unlocking greatness within.

Photo by Chute Gerdeman

Photo by Chute Gerdeman

“Supercharged Game” was the message behind the entire zone. The back wall of the space was a huge display wall of basketballs lined up in a grid, and the message “Supercharged Game” was painted across the balls in large, vivid colorful lettering and paint splatter. The space was surrounded by 2-story tall fixtures made of black metal racking displaying jerseys and apparel from various other college basketball teams. The space captured all the excitement and energy associated with March Madness.

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Photo by Chute Gerdeman

Behind the back wall Nike made the transition from college basketball to professional, inspiring players with messaging like “elevate your future” as shoppers took the escalators to the second floor. How appropriate! Picture frames, neon lights, typography, and what looked like painted reclaimed basketball court flooring told a powerful story that made you want to ride the escalators several times over just so you don’t miss anything.

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