James Alexander on Elevating Nike Women’s Fitness for Sports Direct

Senior Development Manager James Alexander explains how SmithBrewer re-imagined the Nike Women’s Fitness zone for Sports Direct.

Seeing the Opportunity

Before the refit, Women’s Fitness lagged behind the rest of the store journey. “The space needed elevating,” James explains. “Our goal was a presence that felt considered, premium and hard to ignore.” From the outset the team set out to give Nike Women’s Fitness the same polish and confidence found elsewhere in the flagship.

Prototype, Test, Refine

Time was tight, yet the project never cut corners. Full-scale prototypes were built at our Somerset headquarters where every key element was stress tested. “We refined details, challenged our assumptions and kept Nike and Sports Direct closely aligned before rollout,” says James. This disciplined approach meant problems were solved in the workshop, not on site.

A Pivotal Design Decision

Late in the process the team switched the legging wall base from timber to steel. The change delivered a slimmer, cleaner profile and a major leap in strength and durability, essential for a high-traffic retail environment. “It was a big call so late on,” James admits, “but the benefits for longevity and look were clear.”

Balancing Staff Usability with Aesthetics

Flexibility was baked in from day one. Gym-inspired adjustable support bars on the legging wall let store teams refresh displays quickly while hidden fixings keep the look streamlined. “The challenge was simplicity without compromising stability or safety,” James notes. The result is a fixture that works hard behind the scenes while looking effortlessly sleek on the shop floor.

A Hidden Detail to Be Proud Of

Ask James what makes him proudest and he points beneath the plinths. “The hidden detailing under the base is deceptively complex,” he says. “Getting everything to work cleanly in such a tight footprint, while meeting both client and fitter requirements, demanded serious problem solving.” It is a detail shoppers will never notice, yet one that underpins the whole installation.

From Concept to Store Floor

By pairing rigorous prototyping with bold design decisions, James Alexander and the Smithbrewer team have delivered a Nike Women’s Fitness zone that feels premium, purposeful and built for the demands of real retail life. It stands as a testament to our belief that the right mix of creativity and craft can transform every square metre into an experience worth talking about.