Bootwall design

Nike required a football wall design that could work across numerous retail partners, including, while maintaining consistent brand standards. Existing football walls did not provide a clear shopper journey, often leading to overwhelm for customers.

The solution needed to communicate Nike’s product categories (silos) and hero products more clearly, translating performance innovation into something easy to understand whilst also adapting to different retailer systems without compromising brand identity.

WWe developed an overarching football wall design that could be translated into a scalable retail toolkit, adaptable to multiple retailer formats while aligned to retailer DNA.

For the bootwall concept at Intersport La République in Paris, we created a modular system that allows rapid product and graphic updates in line with new launches, ensuring continued relevance across seasons.

Across multi-brand environments, we enhanced existing retailer equipment with distinctive Nike storytelling. Clear zoning established an attract, engage and connect journey, with space for digital storytelling moments, player imagery and hero product focus.

For Sports Direct, texture, lighting and digital components were used to create drama around each silo, with hero products displayed in glass tanks and plate types clearly identified to support customer understanding.

For Intersport, each silo was defined through player imagery and digital ticker tapes, with a dedicated lower zone introduced to improve accessibility for kids.

The outcome is a flexible retail toolkit that can be applied across multiple retailer systems while maintaining consistent brand components and strong visual impact.

The football wall launched in flagship environments including Sports Direct Oxford Street and Intersport La République in Paris, improving shopper navigation, strengthening product storytelling and achieving high retailer uptake across key multi-brand doors.