With some significant differences from a conventional retail store, Nike is bringing its new concept store to University Park Village in Fort Worth by November 17, 2022.
“Nike Live stores are specifically designed to be a service hub for local NikePlus members,” said Heidi O’Neill, President of NikeDirect.
Nike Live will open on November 17 with a members-only store concept that focuses on online and mobile app orders. The small-format retail store was designed to be a “lab-like space” for the sportswear company to test and try out new products and services.
The Nike Live concept was created to support Nike’s efforts to unite digital and physical shopping experiences for its consumers and further personalize the NikePlus member’s in-store journey.
Nike describes the store format as “a physical and digital shopping experience”. The company also described the Los Angeles site as a destination to “test services that can then be rolled out to other Nike stores, combining digital functionality with a unique physical environment to create the future of Nike retail.” .
The concept is smaller in size and combines products based on local preferences, a freshly selected assortment having a two week merchandise rotation.
Although Nike membership is free, shoppers must register to shop on Nike Live and receive online benefits such as free shipping and access to special shoe and gear collections.
The interior has been described as “clean, minimalist and beautiful”; However, Nike has yet to provide many details.
Despite a significant drop in sales in North America in 2020, Nike announced plans to open 150-200 Nike Live locations in North America, Europe, Africa and the Middle East and has since opened more.