With the aim to design each Nike Live in the style of the local consumer, Nike by Long Beach and Nike by Shibuya Scramble will take on a ‘complementary look and feel but with distinct characteristics translated for neighbourhood members.’
When Nike opened its first Nike Live pilot store in Melrose, Los Angeles last year, the company positioned it as a ‘reinvention of the retail game’. According to Nike, the store was envisaged as ‘a seamless blending of data science and premium personal service that delivered to local members’ exact needs.’
For nearly 18 months, Nike has studied Melrose’s buying patterns and member engagement and experiences, probing and exploring what makes for the perfect neighbourhood store. It discovered some important findings. For example, shoppers made it clear that as much as they loved Melrose’s digital seamlessness and convenience-led services, they wanted even more of the human connection offered to members in the store.
Now, thanks to the Melrose test-pilot, Nike is expanding the Nike Live concept internationally with the launch of two new stores in California and Tokyo.
“Nike Live is the result of a singular vision: to design the most locally-relevant experience out there leveraging digital with personal service,” said Cathy Sparks, VP/GM of Global Nike Direct Stores & Service. “The success of our Melrose pilot has us so excited to expand this ground-breaking concept to new communities, with stores that offer our members convenience and the joy of sport in spaces built just for them.”
The new Nike Live storefronts in Long Beach, California and Shibuya Scramble in Tokyo implement key learnings gleaned from more than 80 tests delivered through last year’s small format concept launch. Nike adds that these stores will be able to cater even more to their local communities, fuelled by constant analysis of the online buying patterns, app usage and engagement of members in the local neighbourhoods.
Above all, each Nike Live door offers a one-of-a-kind, digitally-enabled space, specifically designed and curated to provide the’ ultimate localized brick-and-mortar shopping experience for members.’
The Nike Live experience stores in Long Beach and Tokyo opened to NikePlus members on November 1.