Nike has opened a Rise Concept store in Westfield White City, which focuses on digital innovation and other unique services including premium personalisation for members.
The Rise concept has been designed to help athletes make sport a daily habit and mixes the physical with the digital as it aims to inspire athletes in one of the world’s most digitally-connected markets. This Westfeld store is also the first location in EMEA to launch Nike’s proprietary digital platform, Sport Pulse. This platform enables real-time, responsive and localised sport stories.
The new store has LED screens at the entrance to provide ‘data-led storytelling informed by real-time sport moments in the city and Nike’s activity apps NTC and NRC, to inspire the athletes to move,’ according to the company.
Other features in the store include the Inside Track Table, which is an RFID-enabled interactive footwear comparison tool and a Sport Hub service destination for connection and engagement that claims to blur the lines between offline and online. Services at the hub include Buy Online Pickup In Store (BOPIS) and Digital Orders Return in Store (DORIS).
