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Hip Hop Shop

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Nike shoes have long earned their street cred. Now, the athletic shoewear and apparel retailer is looking to do the same with its p-o-p displays.

Nike has always devoted a great deal of attention to its in-store merchandising presentation that makes the Nike brand stand out. Here, working with custom fixture manufacturer Display Boys (Irvine, Calif.), the company released a new branding display in key stores and barbershops nationwide to showcase its Air Max Goadome footwear line.

“They were targeting the hip-hop, urban boot market,” says Haller McCrory, Display Boys' design director.

So designers fashioned 2-D and 3-D window displays, freestanding footwear towers, cubes, slatwall glorifiers and barbershop displays with an “ominous, dark-city” aesthetic, says McCrory.

That translates into an all-black p-o-p system, including powdercoated metal fixture towers and cubes and laser-cut cityscape wrapping around the bases. Inside the cubes, two-way reflective mirrors and lighting spotlight the shoe line. “The two-way mirror glass pays homage to tinted windows,” says McCrory. “It also has a kind of infinity-mirror effect.”

The ominous theme carries through to the graphics, which include images of dark cities, rain and snow. A looping DVD on the tower unit displays images of urban settings interspersed with graphics and Nike products.

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Perhaps in an effort to further build its credibility, the brand's trademark swoosh is limited to two 3-inch logos on the front and back of the fixtures rather than splashed throughout. The result is a p-o-p display where the product is truly the hero.

Photography: Nate Ellis, Display Boys, Irvine, Calif.

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