Nike Kids & Foot Locker – VM Playbook & Store-in-Store Design

Designing the Urban Playground: A Nike Kids Retail Revolution

Nike partnered with greater group to redefine the retail experience for kids inside Foot Locker stores across APAC. This marked our first collaboration with Nike and involved the creation of a comprehensive visual merchandising playbook and the rollout of two pilot stores in Grand Indonesia (Jakarta) and Glorietta (Manila). The goal was to make the Nike Kids zone more engaging and easier to navigate while aligning with Foot Locker’s operational guidelines.

Balancing Identity and Play: The Nike Kids Design Challenges

Working within a multi-brand retail space required careful planning. Our team developed a modular system that fits seamlessly with existing fixtures. The newly implemented system ensured the Nike Kids zone stood out while maintaining alignment with Foot Locker’s environment. Balancing brand, function, and play was central to the project. The space needed to appeal to both kids and their parents, so we addressed common challenges such as product categorisation, navigation, and engagement. Each feature was intentionally designed to improve the shopping journey while keeping the experience simple, intuitive, and enjoyable for all.

Industry

Fashion & Apparel

Project Location

Indonesia

Project Requirements

Retail Strategy, Concept Design, Documentation, Procurement, Project Management, Installation

From Floor Decals to Ball Wall:
Environmental Graphics That Moves

Fastlane Glorifier and Shoe Size Chart

The footwear wall was carefully organised by life stage — from Grade School to Pre-school and Toddler — ensuring clear product segmentation that made shopping intuitive. Prominent signage guided parents with ease, while a playful floor decal size chart helped children and caregivers quickly match sizes, reducing friction in the shopping journey and making product selection more efficient.

Distinctive Shop-in-Shop Visual Identity

To stand apart from neighbouring brands, sticker-style graphics, branded lightboxes, and mirror decals were introduced as quick plug-and-play features. These elements amplified Nike’s playful identity while respecting Foot Locker’s environment — creating a space that felt unmistakably Nike yet seamlessly integrated within the multi-brand setting

Interactive Mooove Wall

Designed as both a retail feature and a play zone, the Mooove Wall gave kids a dedicated space to interact while parents explored the product range. With activities like the Whirly Ball and collectable Nike stickers, the wall brought fun, movement, and discovery into the store. This interactive element not only kept children engaged but also created a memorable brand touchpoint that families could associate with the Nike shopping experience.

Modular Display Add-ons

To support adaptability and future rollouts, the design incorporated origami display plinths and rolling rack signage. These modular add-ons injected playful pops of colour and variety into the environment, while being engineered for easy installation and updates. Their compatibility with existing systems allowed stores to refresh the space efficiently, maintaining visual interest without the need for major refits.

From Pilot to Playbook: Setting the New Standard in Kids Retail

The final rollout delivered more than just a refreshed environment — it established a benchmark for how kids’ retail should look and feel across the region. The design introduced a cohesive retail identity that balanced brand storytelling with functionality, supporting both the shopper journey and Nike’s broader brand goals.

The success of the pilot sites in Jakarta and Manila demonstrated that the concept could be scaled effectively across the APAC. Our visual merchandising playbook provided Nike and Foot Locker with a replicable framework for consistency, efficiency, and impact — setting the foundation for future rollouts across the region.

Acknowledgements

This project was delivered by the greater group team. Special thanks to Nina, Arvin, Brilliant, Richy, Yuni, Maria, and Andra for leading the project. Thanks also to Monica, Agus, Chris, Alicia, along with Pandu for installation support, and Rico for administration coordination.