Nike Live is a new store concept that will be inspired by and built as a hub for its local NikePlus members. The first one, Nike by Melrose, will open its doors July 12 at 8552 Melrose Avenue in West Los Angeles.
The store's façade showcases Angelinos shopping and getting after sport against the backdrop of a classic SoCal sunset. Los Angeles native Bijou Karman, the artist and illustrator who designed the mural that she calls "Sunsets on Melrose," says she intended for it to be a re-imagined walkthrough of a typical LA day.
The store has pop-up vibes, and it will operate like an experimental digital-meets-physical retail pilot - but it's not going anywhere anytime soon and the products and services that will be "tested" there are based on a deep understanding of the neighborhood.
On top of providing a selection of nike.com best-sellers and essential Running, Training and Sportswear product, Nike by Melrose will offer city-specific styles - all of which is determined by Nike digital commerce data (things like buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want when they want it. That means new apparel, footwear and accessories - again, all specific to LA's needs regardless of Nike's broader seasonal priorities - will fill the store on a bi-weekly basis and sometimes even exclusively. For example, expect to see the store stocked with plenty of Nike Cortez styles, a ton of running product, bright colorways and hip packs for its opening.
The Sneaker Bar makes trying on and buying footwear quick and easy. NikePlus members can redeem product or rewards by using their member pass at the NikePlus Unlock Box (essentially a digital vending machine). The Dynamic Fit Zone has a lounge to relax in, rooms where Nike Experts can offer styling tips and a Nike Trial Zone (with a treadmill) to really put product to the test in.
Nike by Melrose is the first Nike Live concept store built for and inspired by local NikePlus members. More neighborhood-specific locations will open in cities around the globe, including Tokyo, next Spring and beyond.
Photos: Courtesy of Nike