A Nike exclusively for women
Nike Goddess began as a concept for a women’s-only store, and there’s a reason why. Niketown, the retail setting for which the company is best known, was considered male-focused by female customers. Women weren’t as comfortable in Nike stores, leading the team to create a Nike destination concept exclusively for women.
The store was designed with more of a residential feel, to have furnishings, not fixtures. Above all, it would not be “girlie.” Shoes displayed on tables or wooden shelves alongside pieces of Jonathan Adler pottery and white orchids brought the residential appeal. Overnight, the store could be overhauled to focus on a specific sport, trend or be used as a pop-up yoga studio — and customers supported the concept with record traffic for the opening.
Work completed while at Callison LLC