Nike identified a high-impact opportunity to launch the React-2 shoe at Dick’s Sporting Goods in Los Cerritos, CA. With prime visibility and foot traffic, the location served as the ideal stage for a bold retail takeover – transforming the store’s front entrance and footwear section into a launch epicenter.
OUR APPROACH
Given the scale and architecture of Dick’s Sporting Goods – with expansive square footage and soaring ceilings – the activation needed to be visually commanding. We designed, engineered, produced, and installed a fully immersive brand experience. Key elements included oversized LED screens, large-format SEG lightboxes, custom flooring treatments, and bespoke seating benches. Every component was crafted to elevate the product story and create a striking presence from every angle.
THE IMPACT
The React-2 launch installation exceeded expectations. Initially planned as a short-term activation, the display resonated so strongly with both the client and customers that it remained in place for several months – extending Nike’s brand impact well beyond the original timeline.