Brooks concept store highlights its position as pure runner’s shoe
Brooks might be the most trusted brand in specialty running stores globally.
While often hidden from the mainstream, inside running communities it’s a go-to brand!
Brooks’ new Sanlitun concept store is a representation of this positioning as a “runner's running shoe.”
The design of the store is focused on the spirit of running with a scaled-down track + very few elements that distract from this core running focus.
They also put tech/innovation of the shoes front-and-centre with education about the design and R&D of the products.
What they got right:
- Reinforces Brooks’ identity as a pure running specialist
- Lets runners feel performance values before reading specs
- Aligns spatial design with product engineering, not lifestyle storytelling
- Not cluttered with too many non-core products