Nike EMEA opens the first Nike Sportswear pilot store in Europe, created by DAY Creative Business Partners

Amsterdam, 23 September 2009 – DAY Creative Business Partners in Amsterdam ( has designed the first Nike Sportswear pilot store in Europe. The store, opening in Paris this month, is the first of a series throughout Europe launched by Nike Sportswear, a new division of Nike.

The new Nike Sportswear collection is based on timeless sports apparel and shoes, with a brand identity which includes images of classic gyms, well-used equipment, and urban environments. DAY’s brief was to push the existing US conceptual retail style further, using the location – an old bookstore in the heart of Paris’ Le Marais district – to influence the concept.

Creative Partner, Gesina Roters, said:
“The heritage of the building itself directly influenced the concept development. The store had been left closed but intact for more than 40 years, so we were able to use traces of wear and tear - such as the floor, which had been repaired but not restored - to our advantage. The result is a store which balances heritage with a modern contemporary twist in sports performance.”

As the first of its kind in Europe, the store is a high-visibility example of DAY’s creative business solutions and interdisciplinary design expertise.
DAY was established in 2006 by Dennis de Rond (Strategy Partner), Louk de Sevaux (Managing Partner) and Gesina Roters (Creative Partner). With offices in Amsterdam, Dubai and New York, the company combines creative thinking methods with brand strategy, interdisciplinary design and advertising as a key asset in business development.

The retail and interior design concept for Nike EMEA is headed up by Creative Partner Gesina Roters and Managing Partner Louk de Sevaux, with Mette Hoekstra (design).

A cross between management consultancy, brand consultancy, advertising agency and design bureau, DAY services international companies and markets, including Nike (new retail concept and pilot shop in Paris), Bugaboo (event concepts and interior design), Orange (brand strategy and adaptation across all consumer touch-points), Ziggo (full retail business strategy and model, including store design), and the Van Gogh Museum. From Dubai, DAY is the preferred supplier in all aspects of brand and management consultancy for the DAL Group, the largest privately owned company in the Sudan.


BlackCoffee's picture
Activity Score 37

Nice shop!