Despite the global pandemic, Nike is not letting this stop it from opening new store concepts.

The athletic footwear and apparel giant on 30 July opened a 26,000sq ft flagship on the famed Avenue des Champs-Élysées in Paris. The massive four-level space is Nike’s third store to open under its “House of Innovation” banner (the others are in Manhattan and Shanghai). It comes on the heels of the opening of another new format, Nike Rise, in Guangzhou, China.

In keeping with its House of Innovation predecessors, Nike Paris is designed to offer an immersive and digitally-powered end-to-end consumer journey. It features one of the largest assortments of Nike footwear in Europe, with modular store layouts that will be consistently updated. It also provides members of Nike’s loyalty club with exclusive offers.

“When consumers step into Nike Paris, they will experience our largest, most digitally connected and immersive retail concept in the world,” said Heidi O’Neill, President of Consumer and Marketplace. “The strength of our digital portfolio combined with product innovation and amazing physical spaces, will connect members to the community of sport and to one-of-a-kind experiences, serving them in an incredibly personal way.”