Video // Motion Graphics // Infographics // Keynote Presentations // Event Collateral // In-Store Displays
01 // PROJECT
We've been producing videos, motion graphics, and graphics for many years with New Balance. When NB asked Atomic D to create a unique concept for an in-store New Balance collection at Fleet Feet San Francisco, we jumped at the opportunity to show off our retail experience. We worked with FF SF & NB to create the Feel the Fog collection, a collection based on the unique characteristic that can only be found in San Francisco. We wanted to connect with the metropolitan consumer who has a busy, trendy lifestyle, but also has the iconic San Francisco city at their feet to explore while running. To do this, we created the name of the collection, a logo which was placed on shoes and apparel, a window display featuring iconic buildings of SF that were shoe displays, a fogged window with logo clings, a Golden Gate bridge display over the dressing rooms which could be prominently seen from the street window, and custom created shoe wall displays.
02 // CHALLENGE
New Balance has a goal is to be number one in the running business. To do this, they target running specialty stores as a place to build their business and attract new consumers to the brand. Fleet Feet Sports is one of those companies. Fleet Feet has over 150 brick & mortar stores around the country, most in medium sized markets, with a few spread across larger markets. One of those in the larger markets is Fleet Feet Sports in San Francisco. New Balance wanted to drive sales on their busy Chestnut Street location in San Francisco’s trendy marina district and came to Atomic D for our creative help.
03 // RESULTS
The results surpassed all expectations for this collection. In the first week of sales, Fleet Feet jumped to 9th overall sales for New Balance. FF SF had never even been in the top 50. New customers visited the store after looking at the window display and purchased NB shoes that were featured on the cityscape. In the following weeks, sales have been record breaking for this store and have surpassed goals for shoe sales for this project.