On Running x JD Sports
Exploring how On Running, an embodiment of Swiss engineering, was physically realised through D4R’s design execution and translated into the wholesale JD Sports retail environment.
establishing a brand in JD Sports
Celebrating innovation and performance.
introduction
We first began working with performance footwear and apparel specialists, On Running, in 2022, supporting their ambition to become an established brand within JD Sports. Since then, we have continued to build on this partnership, designing and delivering many shop-in-shops across key JD Sports locations as part of their evolving brand presence with the popular sports and lifestyle retailer.
idea
We were asked to forge a creative direction that could be applied to footwear and apparel and consider a scalable approach that would leave room for the brand to grow. This involved exploring how lighting and materials could be used to complement the brand and its products, whilst also disrupting shoppers’ journeys within JD stores up and down the country.
We created a kit of parts that could be assembled in several different ways to create a series of shop-in-shop configurations that would fit the shape and size of the space available to On Running at the different JD locations.
This included wall bays and flightcases of varying sizes to display the brand’s performance running shoes, as well as wall bays, cages and midfloor units to house the brand’s range of specialist running and walking gear.
The concept was designed to remain true to On Running’s brand identity as a premium footwear brand, drawing on key materials such as stainless steel and leveraging effective, precision lighting. On were keen to adopt a minimalist look, a style that would stand out within JD’s vibrant retail environment. While we have since elevated and extended the design system and broadened the fixture ranges following the initial rollout, the premium aesthetic and minimal conceptual direction remain at the core of the brand’s retail expression in JD Sports.
insight
Following our in-depth research into the brand and what it stands for, we explored a creative vision showcasing the Swiss performance aspect of the On Running brand that encompasses an authoritative aesthetic, complete with simple infographics and representations of technology and engineering. Throughout the shop-in-shops, you will find a combination of smooth and perforated brushed stainless-steel panels, and the brand’s “Swiss Engineering” strapline.
Whilst still ensuring that an overall minimalistic aesthetic is achieved, we added performance and lifestyle Cloudtec graphics, an homage to the brand’s patented running shoe technology that provides soft landings and explosive take-offs. We also incorporated illumination of logos to highlight the very best of the On Running brand.
As a Swiss brand offering a range of products focused on innovation and performance, the shop-in-shop was reflective of the brand’s look and feel that shoppers can experience in On Running’s own brand stores. Minimalist in style with a clean presentation, the On Running shop-in-shops in JD make a strong brand statement, and the minimalist, yet commanding, design gives way for the brand’s products to really stand out in their respective categories.
Our consultancy provided a bridge between the brand and the retailer, and the prototyping stages were invaluable to demonstrating how the brand could push the design even further to ensure that the shop-in-shops would not only be a success but exceed the expectations of the sports and lifestyle retailer from the off.
The concept
Stainless Steel, Edge Lit Detail, Large Screen, Pegboard, 3D Illuminated, Mirror Detail.
visualisation
realisation
As a Swiss brand offering a range of products focussed on innovation and performance, the shop-in-shop was reflective of the brand’s look and feel that shoppers can experience in On Running’s own brand stores. Minimalist in style with a clean presentation, the On Running shop-in-shops in JD make a strong brand statement, and the minimalist, yet commanding, design gives way for the brand’s products to really stand out in their respective categories. Our consultancy provided a bridge between the brand and the retailer, and the prototyping stages were invaluable to demonstrating how the brand could push the design even further to ensure that the shop-in-shops would not only be a success but exceed the expectations of the sports and lifestyle retailer from the off.
Since the initial rollout, our partnership with On has expanded into European markets and North America, with more locations ahead. The concept has evolved to include digital integration, a bespoke apparel gondola, and a compact unit for scalable rollout, strengthening On’s presence and ensuring the brand makes an impact across all JD locations.
Let’s carry on the conversation…
