NIKE WOMEN BOTTOM COLLECTION | Launch Campaign

Nike Women Bottom Collection: A Launch Campaign Across Four Milan and Rome Locations

One tights launch, four different retail contexts

For the simultaneous launch of the new Nike tights collection across European channels, VANDA took care of the design and set-up of the installation, together with the production of the graphic elements and every communication support needed to promote the campaign.

In Italy, the campaign unfolded across four very different locations: Virgin Active on Corso Como in Milan, the Annex space inside La Rinascente in Milan, the Cisalfa store in the Eur district of Rome, and the Nike Store on Via del Corso in Rome. Each context called for its own display solution while keeping a single, recognizable campaign identity.

Virgin Active, Corso Como, Milan

Inside Virgin Active, the campaign speaks directly to an audience already engaged in training. Modular white-framed units with mesh backdrops display the tights alongside lifestyle photography of women in motion, while freestanding leg-shaped mannequins let the product’s fit and movement take center stage without a full body display.

Annex, La Rinascente, Milan

Within the Annex space at La Rinascente, backlit glass platforms lift Nike mannequins above the surrounding department store floor, creating an illuminated stage that stands out among the many brands on display. The installation borrows the language of a jewelry vitrine, treating the tights collection as a precious, considered object within a much larger retail environment.

Cisalfa Eur, Rome

At Cisalfa in the Eur district, large-scale WOMEN wall lettering and a Find Your Perfect Support digital screen introduce the category before customers reach the product itself. Instructional hangtags illustrated with movement diagrams accompany each pair of tights, translating a technical benefit into a clear, easy to read visual cue right at the point of sale.

Nike Store, Via del Corso, Rome

In the Nike Store on Via del Corso, travertine flooring and warm wood accents frame a simple, low-profile installation near the fitting rooms, keeping the focus on the product within the brand’s own retail environment. Mannequins on a low plinth greet customers as they move through the store, extending the campaign into one of Nike’s most visible Roman locations.

From the Nike Women Bottom Collection to our approach to retail campaigns

Designing a single launch campaign for four such different environments required a flexible visual system rather than one fixed installation. This project reflects how VANDA approaches multi-location retail campaigns, adapting a shared concept to the character of each space while keeping the product and its story clearly recognizable everywhere it appears.

Related projects

Discover also the Nike Women AW Lab and Nike City Ready projects.