In May 2025, I design directed the launch of the Nike Vomero 18 and a handful of Nike’s pinnacle North America Stores, such as Nike NYC House of Innovation, Nike Soho and Nike Grove LA.
Working with an incredible team at Nike North America, we crafted each space to immerse the customer in a world of cushioning, with pillow shaped mannequin platforms, and storytelling display work - showing the Behind the Design of the road running shoe and highlighting the product benefits of the Vomero 18.
Using provided global brand creative assets, we created a highly impactful and fluid consumer journey that encouraged try on and inspire purchase.
At Nike’s House of Innovation in New York, Nike partnered with BRDG Studios to develop an incredibly fun and unique trialing experience, using a self propelled treadmill and a journey through the city that ended with a celebration finish line in Central Park. New York characteristics such as steam vents, pigeons and taxi cabs were combined with billboards and bus stops all peppered with the Nike Vomero 18 messaging and imagery.
A huge thanks to Jenny Tondera and Tim Rupp for their creative leadership, Almamia Devine, Brent Veak, Kevin Hurley and Brinkley Michele for their tireless efforts to produce, manage and shape this project across multiple stores, as well as Krissy Harbert and Amanda Rawlings at Azur Design, and Tom Butch and the team at BRDG Studios for their creativity, dedication and talent.
NIKE
North America Retail Senior Creative Director: Jenny Tondera, Tim Rupp
North America Retail Producer : Almamia Devine
North America Retail Brand Marketing: Kevin Hurley, Brinkley Michele
Global Retail Brand: Kate Haase, Jessica Pyne, Peter Brown
Global Brand Creative: Tricia Chamberlain, Amy O’Connell, Marie Foley, Thomas Adcock, Jonas Hjertberg, David Zavertnik, Luis Liwag, Tim Cheng
North America Retail Design Director: Scott Denton-Cardew for Denton Cardew Design
North America Retail Creative Agency: Azur Design NY
Campaign Photography: Product: Tyler Ashlock w/ Swanson Studio, Sara Zanoni
Campaign On Body Photography: Emily Lipson, Theo Mcinnes
Retail Build & Install Partners: Bridgewater Studio, Culminate Solutions, Infinity Images, Bednark Studio, Rocksteady
Trialing Experience and Treadmill Buildout: BRDG Studios
Retail Environment Photography: Dorothy Hong
