Nike Runs Wild with In-Store Activations for 3 Major Marathons

Nike, along with creative studio Big Giant, approached Bridgewater to fabricate bespoke in-store experiences for marathons taking place in Chicago, Miami, and Boston. The goal was to generate buzz for Nike Running while promoting signature colorways for each event by launching new interior displays a few weeks before each race.

The Challenge

With Nike and Big Giant leading the design direction, Bridgewater was tasked with bringing an ambitious vision to life on a tight schedule across multiple states. Each activation needed to reflect not only the spirit of the host city, but also the individuality of various retail locations within those cities—each representing different store tiers with unique requirements for materiality, scale, and aesthetic. Ensuring each installation upheld Nike’s global standards while still feeling locally resonant posed both a creative and logistical challenge—one we welcomed and embraced.

Strategy

Our first step was to conduct thorough site surveys – taking dimensions and assessing ceiling conditions, floor slopes, existing infrastructure, pedestal conditions, and power availability. Then we communicated with store managers to understand any nuances about the location, traffic, and other site or team-specific conditions that could pose challenges. These visits also provided insight into each location's personality, style, and ethos, informing our fabrication direction.

Production

The production of each in-store activation involved nearly every department at Bridgewater. Extensive CNC carving, specialized direct-to-surface printing on multiple materials, lighting integration, and laser engraving were all used to create retail environments that transform each Nike store from a shopping destination into a one-of-a-kind experience for runners.