News • 19.07.2018

Nike’s new store was located and stocked by you, Los Angeles

“Sunsets on Melrose”, a re-imagined walkthrough of a typical LA day

Nike Shop; Copyright: Nike, Inc.
Source: Nike, Inc.

Research into the insights and behavior of NikePlus members in Los Angeles shows that they are running and style obsessed. They are on the competitive side but are also visionaries. That reality is what spurred Nike to develop Nike Live, a new store concept that will be inspired by and built as a hub for its local NikePlus members. 

It has pop-up vibes, and it will operate like an experimental digital-meets-physical retail pilot — but it’s not going anywhere anytime soon and the products and services that will be “tested” there are based on a deep understanding of the neighborhood.

"We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community," says Heidi O'Neill, President of Nike Direct. "As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”

On top of providing a selection of nike.com best-sellers and essential Running, Training and Sportswear product, Nike by Melrose will offer city-specific styles — all of which is determined by Nike digital commerce data (things like buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want when they want it. That means new apparel, footwear and accessories — again, all specific to LA’s needs regardless of Nike’s broader seasonal priorities — will fill the store on a bi-weekly basis (a Nike first) and sometimes even exclusively. For example, expect to see the store stocked with plenty of Nike Cortez styles, a ton of running product, bright colorways and hip packs for its opening.

In addition to these service offerings, Nike by Melrose will be enabled with several of the services from the Nike App at Retail feature set, including Retail Home, NikePlus Unlocks and Nike Scan.

Nike by Melrose is the first Nike Live concept store built for and inspired by local NikePlus members. More neighborhood-specific locations will open in cities around the globe, including Tokyo, next spring and beyond.

Source: Nike, Inc.

related articles:

popular articles:

Thumbnail: Photo: Back to nature: Christmas decorating tips, part 2...
Images • 25.10.2018

Back to nature: Christmas decorating tips, part 2

Woodwork self-made

Thumbnail: Photo: Attention to detail: Window shopping in Monforte de Lemos and Ourense...
Shopping in Northern Spain • 13.09.2018

Attention to detail: Window shopping in Monforte de Lemos and Ourense

The Northern Spaniards have realized that a great store window display doesn’t have to break the bank

Thumbnail: Photo: A story of ice and snow: Christmas decorating tips, part 4...
Images • 30.10.2018

A story of ice and snow: Christmas decorating tips, part 4

Create a winter wonderland

Thumbnail: Photo: New design for TEDi
News • 02.10.2018

New design for TEDi

Wanzl shop solutions provide for even more attractive shops

Thumbnail: Photo: Showroom-like stores could overthrow the basis for retail rents...
News • 24.08.2018

Showroom-like stores could overthrow the basis for retail rents

Traffic and customer data could trump traditional measures

Thumbnail: Photo: What shop design can look like: Foot Locker in London...
Reopening • 08.10.2018

What shop design can look like: Foot Locker in London

Brand communication and digitization at the Marble Arch Store

Thumbnail: Photo: Christmas tree alternatives: Christmas decorating tips, part 5...
Images • 31.10.2018

Christmas tree alternatives: Christmas decorating tips, part 5

The classic among holiday decorations

Thumbnail: Photo: Christmas gnomes on the loose: Christmas decorating tips, part 7...
Images • 12.11.2018

Christmas gnomes on the loose: Christmas decorating tips, part 7

Playful: Ways to delight children - and adults alike

Thumbnail: Photo: What shopdesign can look like: Harrods in London...
Photo gallery • 01.08.2018

What shopdesign can look like: Harrods in London

Tradition, luxury, and elegance paired with an experience for all five senses

Thumbnail: Photo: What shop design can look like: Pull & Bear in Ourense, Spain...
Images • 30.08.2018

What shop design can look like: Pull & Bear in Ourense, Spain

Sometimes you just need an eye-catcher to lure customers into a store

Supplier

iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
Bizerba SE & Co. KG
Bizerba SE & Co. KG
Wilhelm-Kraut-Straße 65
72336 Balingen