The way people shop has changed significantly. We don’t visit stores exclusively to fulfil the need for a product: positive and engaging shopping experiences are one of the main reasons driving us into stores and keeping us browsing through displays and products. The store environments can influence the time spent in the store, number of purchases and likeliness of a future visit. The intent of the project, contextualized in the broad Nike retail business, is to facilitate the introduction of the new store layout in the Nike Factory Stores (NFS) - brand outlet stores, foreseen in 2015. A freshly redesigned shopping experience based on a premium consumer journey will serve as guideline for the design of the future store shopfit.