Nike Debuts Alpha Project Entrance Tower

To support the launch of Nike Alpha Project watches, sunglasses and apparel, the Beaverton, Ore.-based sporting goods giant tapped Melrose Park, Ill. based Chicago Display Marketing and its Portland, Ore. office to create an entrance tower with a "hook-up" for displaying merchandise.The 83-inch-high by 9-inch-diameter tower is a two-part acrylic tube, with the top section holding a shoes and the bottom section, which attaches to a metal-laminate wooden base, showing a graphic. Some bottom sections are also designed to hold sunglasses and a watch.With an extruded aluminum framework, the 60-inch-high hook-up's curved plexi section features a screen-printed, holographic vinyl image that can be replaced as marketing campaigns change or "for different categories, such as training or basketball products," says Nancy DeVerna, a Nike spokeswoman. The inside of the curved section, which is for displaying shorts, shirts and other apparel, is about 35 inches wide and has a bar across the top and a lower face-out that can hold product.Placed in sporting goods and athletic footwear stores, the display was also designed to "enhance and reinforce Alpha Project product presence and sell-through at retail," says Carla Jennie of Nike's visual marketing and retail resources department. It was "praised for space effectiveness and interesting detail, generating enhanced sales for our footwear at the same time it increased interest in our timing, vision and apparel items," she says.Approximately 300 units were ordered, with 90 percent being placed.

Nike Debuts Alpha Project Entrance Tower

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