The Starting Line was a start-up running shoe retail concept slated for an upcoming neighborhood in San Jose, CA. The objective was to develop a store environment that communicated the fun, freedom and energy associated with running, and be perceived as an expert on current running shoe technologies through the delivery of valuable technical information on running gear.

The initial prototype presented products in functional categories, supported by technological information, to assist customers with finding the right product to best suit their needs and their budget, and to give customers more control over their shopping experience.

The Anza team was responsible for the design of the sales floor layout, and all display and merchandising systems.