AttheBerlinNikeflagshipstoreby11teamsports,wecreatedaseamlessdigitalshoppingexperiencethroughaninnovativeomni-channelsolutionwithRFIDrecognition.

Client
Nike
Industry
Consumer Goods
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
Awards
Red Dot AwardFavourite Website AwardsWebby Awards
A seamless shopping experience between store and mobile.
Nike aimed to bridge the gap between online shop, mobile usage, and in-store experience, especially for young football fans at the Berlin flagship store of 11teamsports. The goal was to improve availability, personalization, and social sharing while generating measurable interactions and higher sell-through.
Touchtable interface with realtime shoe recognition and tracking
Three interactive modules and an omni-channel infrastructure were installed.
In just 90 days, we developed a holistic retail concept with interactive modules and an omni-channel infrastructure. The media wall, replica kiosk, and Nike bootroom made digital functions visible to customers.
Placeholder: Interior view of the flagship store with media wall and customers interacting.
Campaign videos and social posts on the media wall created atmosphere and a group experience.
The Bootroom Table recognized shoes via RFID and displayed campaign videos, webshop content, and real-time availability.
Placeholder: Interior view of the flagship store with shopping terminal
The Replica Kiosk offered a wide selection of football club jerseys and allowed personalization as well as purchase completion.

The free Wi-Fi with captive portal enabled easy login and transferred content to smartphones via a shake gesture. This mobile-first interaction connected the store and personal devices, encouraged sharing on social networks, and extended the brand experience far beyond the store visit. The captive portal and terminals achieved up to 1,000 interactions daily, often in groups, increasing dwell time and social sharing.

Rapid Prototyping and early user testing with the target group.
An iterative, user-centered process brought the project live in just three months – just in time for the European Football Championship.
Placeholder: Schematic representation of the architecture with RFID readers, middleware, central CMS, and mobile connect for smartphones.
Centralized maintenance and modular architecture enable scalability.
The greatest leverage was achieved by combining real-time data and simple mobile interaction; central content via a CMS and performant Unity frontends ensured stability. Takeaway: Digital touchpoints must be intuitive, fast, and easily shareable to sustainably increase sell-through.