Nike Retail Activation Redefines the Running Experience

As one of the world’s most iconic athletic brands, Nike consistently raises the bar for experiential retail. For the 2025 Boston Marathon, Nike came directly to Bridgewater to craft a dynamic, in-store activation at their Boston flagship location. This project provided us with a unique opportunity to showcase Nike’s newest road-running innovation, Vomero 18, while engaging a passionate running community during one of the sport’s most celebrated events.

The Challenge

With the Boston Marathon drawing global attention, Nike planned a retail experience that would break through the noise, but it needed to be done quickly, and expectations were high. The challenge: execute an immersive in-store activation across multiple zones, highlight two distinct product launches, and align with global brand standards, all on a compressed timeline and within strict budget constraints. We would need to accommodate evolving design changes, ensure brand consistency across media and materials, and collaborate with other vendors in other markets, all while keeping the store fully operational. With no room for error, our team moved fast and worked strategically to take Nike’s vision to the next level and across the finish line.

Strategy

Like every Bridgewater project, we approached this activation with an end-to-end strategy. From day one, our team worked backwards from installation, conducting site visits to gather precise measurements and infrastructure details. By addressing ceiling rigging, electrical access, lighting, and other key issues at the outset, costly delays and on-site modifications can be eliminated. Another early decision was to employ “bench engineering,” an expedited design-production method that would allow us to quickly move from concept drawings to physical prototypes in our facility. This process of rapid testing and iteration would prove crucial to meeting both the budget and timeline for the fast-approaching activation launch.

Design

With a two-phase design concept provided by the client, our job was to bring it to life. That meant collaborating with Nike’s store designers to optimize the budget, refine material selection, address design feasibility, and identify the most effective production methods for the tight schedule. Phase one of the activation would highlight the ultra comfort of the new Vomero 18 shoe. The concept called for oversized squishy letters, pillowy signage, and three kinetic product displays to demonstrate the inner workings of the unique foam cushioning physically. Phase two would focus on the Hyperboot shoe in the “Recovery Zone” during marathon weekend, complete with a branded DJ booth and lounge-style vibe.

Production

This project showcased the full power of our integrated design-production model. In our Chicago facility, we handled every aspect in-house—from 3D printing to foam carving, lighting integration, and custom technology and programming for the kinetic displays. We also collaborated with Nike’s other partners to coordinate digital installations, ensuring seamless integration across the store. Installation was executed over several nights with surgical precision, as each zone was completed in a single session to minimize disruption. Thanks to detailed planning, strategic design, and streamlined production, the activation went off without a single hitch.