In a first-of-its-kind professional sports league shop-in-shop concept in a major retail chain, Dick’s Sporting Goods and the National Hockey League launched three NHL branded shops in Dick’s locations in Lombard, Ill., Cranberry Township, Pa., and West Nyack, N.Y.
The 400-sq.-ft. shops stock a variety of men’s, women’s and children’s lifestyle apparel, jerseys, headwear, outerwear and accessories featuring top NHL-licensed brands. The assortment includes authentic and lifestyle home team merchandise to cater to a wide range of fans.
Drawing inspiration from the NHL Powered by Reebok flagship in New York City, the shops are designed as an immersive experience. They are anchored by a four-ft., hanging 3D NHL shield, an LED-illuminated perforated metal back wall and curved overhead graphics featuring 30 team logos and a home team call-out. Larger-than-life game action imagery and custom-designed racks, including a jersey locker unit, add to the experience.
Design: Big Red Rooster, Columbus, Ohio (in partnership with the NHL and Dick’s)