The new store will be located in Oregon and will join the other three Nike Live concept stores in Los Angeles, Tokyo and New York.
The new Nike Live Concept stores are smaller in size and focus on localisation and community, tailoring the assortment, design and community engagement elements of each store to what customers in the area most want. The new Oregon store will have new curations every three weeks and will also offer a selection of University of Oregon merchandise.
As with the existing Nike Live concept stores, the new Oregon store will largely focus on digitally-enabled services. A digital vending machine called the ‘Unlock Box’ will let members redeem free products and gifts, as well as this, customers will be able to text store associates about product availability, recommendations and the current offers.
John Donahoe, Chief Executive Officer, Nike, commented: “The global pandemic has made it clear that consumer behaviour is changing rapidly, providing the opportunity for us to accelerate the pace of our transformation. Over the years, we have shifted from a legacy, wholesale distribution model to investment in a model that gives our consumers a more premium shopping experience.”
