Tchai plays a key role in the realisation of Nike NCX shop-in-shops for Foot Locker across EMEA. These branded spaces translate Nike’s Consumer Experience (NCX) strategy into high-impact, scalable retail environments, designed to move fast, adapt locally and consistently perform at scale. From flagship locations like Dubai Mall to dozens of stores across the region, Tchai supports Nike and Foot Locker in accelerating brand impact on the shop floor.
Nike’s NCX strategy is built around speed, consumer relevance and streamlined distribution. As a key partner in Nike’s retail network, Foot Locker required shop-in-shop solutions that could showcase Nike’s best-performing styles while remaining flexible, updatable and locally relevant. The challenge was to create a retail concept that could be rolled out rapidly across diverse markets, without sacrificing brand energy, digital integration or experiential impact.
Tchai operates in a continuous development loop with Nike and Foot Locker. Beyond delivery, we are closely involved in the design and development phases, ensuring that materialisation, producibility and scalability are embedded from the start. This approach enables fast updates to fixtures and shop-in-shops whenever required, supporting Nike’s rapid innovation cycles and Foot Locker’s evolving retail needs.
The NCX shop-in-shops translate Nike’s kinetic brand language into physical space. Digital screen panels introduce responsive narrowcasting, while LED signage displays iconic branding such as Air Force, Jordan and TN high on the walls; creating powerful visual spotlights above key products. Fully illuminated backdrops shift subtly through different hues, enhancing atmosphere and focus. Chrome shelving is combined with impact platforms shaped like iconic Nike shoeboxes, while light boxes featuring Swooshes and Jumpman elements reinforce brand identity throughout the space. Dedicated NCX women’s shop-in-shops activate complete female brand experiences, with calmer backdrops, polished finishes and chrome detailing mirrored in mannequins and fixtures, aligning with Nike’s growing focus on women in sport.
• Over 70+ Nike NCX shop-in-shops delivered across Foot Locker stores
• Successful deployment throughout EMEA, including flagship locations like Dubai Mall
• Fast, flexible shop-floor solutions aligned with Nike’s innovation cycles
• Strong brand visibility through integrated digital and lighting elements
• Scalable retail framework supporting continuous updates and local relevance
Nike NCX demonstrates how retail can function as a living, evolving system rather than a static concept. Through close partnership, continuous development and scalable execution, Tchai helps Nike and Foot Locker bring innovation to market faster, ensuring every shop-in-shop delivers relevance, energy and performance wherever it appears.