Nike Western Europe
How do you serve the football fans in Western Europe?
/Epic Experiences
When I joined Nike’s Western Europe team as Retail Brand Marketing Sr. Director in 2013, I got to witness the development of the ultimate global destination for football fans —FCB Megastore. Under the leadership of Nike Retail design director Claudia Abt and Southern Europe retail brand marketing director Pedro Costa Dias, the team delivered an epic brand experience that set the bar for future club stores to come.
Prior to the 2014 World Cup, the team developed a holistic premium fan experience for him, her, and youth. The fully dimensional brand experience ignited the emotion of the game and showcased Nike product innovations to deliver premium services every day & game day.
Exclusive, curated product assortments, including official team jerseys, were developed to serve him, her, and youth.
The ‘Make it Barca’ experience enabled fans to customize non-badged apparel with new and historical FC Barca badges and buttons exclusively available at the FC stadium store.
Within the consumer journey, fans were enabled to take selfies of their customized “Make it Barca” product and post it socially and in-stadium screens.
With 100k fans on game day, operational considerations were woven into the fan experience. Digital lockers were spread out across three floors to offer jersey customization (name, number, and badges) along with payment processing.
Customers picked up customized jerseys at the end of their journey at the print workshop where a leaderboard let the fan know where their jerseys were in the process at all times.
The FC Barcelona and World Cup efforts influenced the development of other megastore, including Paris Saint-Germain.
Along with ManCity and other retail elevated fan experiences throughout the marketplace.
