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CHALLENGE:

Known for their vast selection of sneakers from multiple brands, Finish Line has seen a rise in competition in the athletic shoe market and needed a way to reposition their brand while setting a new bar for the athletic-specialty-in-mall category.

STRATEGY:

The Beacon store, a next-generation Finish Line flagship store positioned in a mall, pays tribute to the art of sport, and the contemporary sneaker culture that is influenced by it, through a unique experience that redefines the athletic-specialty category. CRTKL created a place that is aspirational and an accessible entry point into the Athletic Lifestyle.

Sneakers have long been loved as a staple of casual fashion, transcending categories to become the footwear of choice for millions across the globe. The sneaker’s present-day role as a symbol of urban style is what inspired the design of Finish Line’s Beacon store concept.

The store’s design is equal parts focused and straightforward, and dynamic and graphic. The subtle reference to a marathon’s finish line at the store’s entrance, the representations of track lines on both the floor and the negative linear lights overhead, and the deconstructed basketball court lines framing the walls convey Finish Line’s roots as an athletic retailer while moments of technology and artwork play to the sneaker’s fashionable side.

To bring community and culture into the design, each store has different focal art mural created by a local artist.

The Beacon store is about the future of retail. CRTKL created a dynamic retail experience that changes and evolves as fast as the consumer. Signature elements include:

• Pop-in: A Central place where stories come to life, led by brands (Nike and others) or Finish Line. This is a highly curated place celebrating storytelling and innovation.

• Digital Connectivity: Finish Line is the most sophisticated and integrated digital marketer in the Athletic Specialty Space. The store redesign mirrors the digital experience of Finish Line with tech features such as RFID displays and shoe eye-view technology.

• Flexible Fixturing: Rear of the store is a flex space that houses experiences for the consumer. It’s not about selling – it’s an area for engagement, presentations, sneaker cleaning services and local artist events.

246

Seattle

Ron SinglerCindi KatoKate Kyung-ha LeeMichael Trenary

Multiple U.S. Locations

Finish Line - Beacon Flagship

Finish Line - Beacon Flagship

RESULTS/IMPACT:

The resulting store design brings a strong, premium identity to Finish Line’s portfolio while the dynamic, ever-changing design elements - utilizing front of store pop-up, flex-space, RFID displays and shoe eye view technology - gives Finish Line the ability to refresh the physical environment in ways never before achievable.