Sports fashion giant Nike has opened not one, but two new retail concepts this week: the world’s first ‘Nike Style’ in Seoul and a major flagship in London’s famous Westfield shopping centre.
Live sports news in-store
In West London, Nike has opened a store of more than 1,500 sqm on two floors, where the sports brand will bridge the gap between sports and digitisation. Customers can try out the products on the spot, as well as all kinds of technological gadgets.
London is one of the most digitally connected markets in the world, Nike told RetailGazette, so the brand is testing a new digital storytelling platform called Sport Pulse: LED screens at the entrance to the shop report live on sporting events currently taking place in London.
A table with interactive screen allows customers in the shop access to reviews and information about any pair of shoes. Those who do not want to queue up to enter the shop can already book their visit online. The Nike app also allows shoppers to scan product tags in-store for more information or to check if their size is in stock.
Even trendier in Seoul
While Nike says the London shop sets a new benchmark for retail, the South Korean capital Seoul is already getting an even newer shop concept. The sports brand is introducing Nike Style, a new kind of neighbourhood concept which will soon be expanded to several international markets. A second store will open this year in Shanghai. The new shop concept is intended to broaden the definition of sport, blurring the line between physical and digital, RetailNews Asia reports.
Nike calls it “a fresh twist on a classic Nike Store”, with more focus on (online) creativity, social media and customer experience. For example, the shop has its own video studio with customisable backgrounds, where local influencers, trainer fanatics and shoppers can create content for their social media. Customers can also scan QR codes for augmented reality experiences. Through this added reality, they learn more about the products or art installations in the shop.
It is no coincidence that the Nike Style concept shop is located in the vibrant Hongdae district, which is known for its art and fashion culture. The shop also features gender-neutral areas with different fleeces, tops, shoes and accessories for each gender. To make it truly a place for the Nike community, the trainer brand also organises workshops and events for Nike+ loyalty programme members.