Rookie Kids
Creating an Entirely New Sport-Centric Brand Experience Just for Kids
Rookie Kids was born from a collaboration between Nike, Rack Room, and Haddad to fill a major gap in the market: a true retail brand for tweens. Together, we created an entirely new sport-centric concept wher... Read Moree kids can discover trends, enjoy gamified experiences, and express themselves freely.
Collaborators: Rack Room, Nike
Collaborators: Rack Room, Nike
By adopting the lens of 8–12-year-olds, we built a brand identity that speaks their language—fun, energy, and movement. The result is a retail experience that blends sports, style, and play into something designed specifically for kids.
Rookie’s “Urban Playground” concept connects online and in-store experiences, creating meaningful moments for both kids and parents. Through playful merchandising and kid-friendly communication, the brand fosters confidence, connection, and family engagement.
Launched first in LA, Rookie was designed with national appeal in mind. A flexible, tiered store design approach makes it scalable across markets and adaptable to different investment levels, ensuring the brand can grow while staying true to its core.
