How might we create the most innovative direct to consumer experience in the world?

In 2015, CEO and President Mark Parker set an ambitious revenue goal; USD50 billion by 2020. A journey to take Nike to new heights. To achieve this goal we worked with the retail innovation team to pursue a Direct to Consumer (DTC) strategy that would capture more revenue and margin for the business.

As one of the most innovative companies in the World, a me-too strategy is not an option. To future-proof Nike’s innovation plans, a collaboration with The Sense Network was the only choice for the Global Vice President of Nike Retail Experience.

The Sense Network set out to understand the state of the art in retail and digital consumer experiences across the globe. Using this insight as inspiration, our task was to design a consumer journey that would exceed this benchmark: experience touchpoints that would communicate and demonstrate pinnacle Nike product and service innovations.

The outcome of this project, The House of Innovation, opened its doors in November 2018 and can be found on the corner of Fifth Avenue and 52nd Street in New York and since, many other key cities throughout the world.

“Inside, the promise of living retail comes to life. On each floor, groundbreaking features offer spaces and experiences that are both personal and responsive. Throughout, consumers can enjoy services that are deeply customizable and effortlessly smart and seamless.”

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USA Neil Cooper
Europe Alex Rueckheim
Global Jeremy Brown