The brand has expanded the small-format Nike Live retail concept to its birthplace in Eugene, Oregon.

The new store, which has been called Nike by Eugene, will operate in a similar way to existing Nike Live locations in Los Angeles, Tokyo and New York. The store will house products based on local preference with freshly curated assortments every three weeks. The employees or ‘store athletes’ will have deep connections to the Oregon community and will be on hand to assist customers at the store.

Nike by Eugene offers a number of digitally-enabled services that are tied into the Nike app and make membership more appealing, whether shopping online or in store. Nike members are able to take advantage of the new vending machine at the store – the ‘Nike Unlock Box’ – which will give members free products and gifts every month.

Also available at the new store are a number of featured services including BOPIS, curbside pickup for online and app orders, ship-from-store, all which will allow customers to get their products even quicker.