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New Nike store caters to app users

Nike has opened its newest store concept, Nike Live, on Melrose Avenue in Los Angeles.

Powered by the insights and engagement of thousands of nearby NikePlus loyalty program members, the store features a lockbox pick-up service where members may secure unique offerings reserved via the Nike App or through Swoosh text.

“Nike Live stores are specifically designed to be a service hub for local NikePlus members … as well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail,” Nike Direct’s president, Heidi O’Neill, said.


The new concept was created in support of the sporstwear company’s efforts to unite digital and physical shopping experiences for its consumers, and to further personalise the NikePlus member’s in-store journey.

Both the location and the product assortment of the store were selected using insights gained from NikePlus member activity and buying patterns.


Walking into the store, shoppers can make a first stop for service at the Nike Sneaker Bar, where they can talk with an expert about the lifestyle and performance footwear available, request to try on an item on the spot, purchase and go.

Members have access to the NikePlus Unlock Box, where they can scan their member pass every two weeks for unique products.

The store also uses the Nike App at Retail service, allowing them to reserve product to in-store digital lockers; scan product barcodes to learn more (i.e. product availability in nearby stores or online, and available colorways); book Nike Express Session appointments for one-to-one personal service; and access new features and content in the app.


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