Nike To Debut Innovative New Retailer Concept In Melrose, California

On July 12 Nike will open Nike Live in Melrose; a new store concept “that will be inspired by and built as a hub for its local NikePlus members.” Determined by Nike digital commerce data (things like buying patterns, app usage and engagement), the store will stock merchandise specific to L.A.’s needs regardless of Nike’s broader seasonal priorities.

Press Release: The store’s façade showcases Angelinos “shopping and getting after sport against the backdrop of a classic SoCal sunset.” Los Angeles native Bijou Karman, the artist and illustrator who designed the mural that she calls “Sunsets on Melrose,” says she intended for it to be a re-imagined walkthrough of a typical L.A. day.

It has pop-up vibes, and it will operate like an experimental digital-meets-physical retail pilot. Products and services that will be “tested” there are based on a deep understanding of the neighborhood.

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 are 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 L.A.’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.

With the Sneaker Bar, NikePlus members can redeem product or rewards by using their member pass at the NikePlus Unlock Box (essentially a digital vending machine). The Dynamic Fit Zone has a lounge to relax in, rooms where Nike Experts can offer styling tips and a Nike Trial Zone (with a treadmill) to test product.

More neighborhood-specific locations will open in cities around the globe, including Tokyo, next spring and beyond.

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