Seeking to create an authentic, visually disruptive brand experience within DICK’S Sporting Goods locations, the National Hockey League (NHL) teamed up with Big Red Rooster to bring its shop-in-shop vision to life. Our team designed a dynamic, flagship-inspired shop-in-shop brand experience that captured the passion and respect fans possess for the game.

We kicked off the project by immersing ourselves in the NHL brand. Immersion fueled our ability to properly embody the NHL brand within a store environment.

Our team used its findings to design a brand experience that enhanced the way consumers interact with licensed products. Design elements depict players as heroes and capture fandom: the passion and spirit fans possess for the game. Flexible fixturing allowed for product assortment and density fluctuation.

In November 2013, the National Hockey League launched three branded shops within Pittsburgh, Chicago and New York-area DICK’S Sporting Goods locations: marking a first-of-its-kind professional sports brand shop-in-shop activation within a major retail chain.