First Look: Nike Expands Its Data Concept Store Beyond Pilot

Jamie Grill-Goodman
Editor in Chief
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Seventy-five percent of the Nike Long Beach employees live in the area, so the store has neighborhood experts on staff.

Nike is expanding the Nike Live concept with the launch of two new stores, less than 18 months after the athletic apparel retailer opened its first Nike Live concept store in West Los Angeles, CA, last year.

The Nike by Melrose store is a blending of data science and personal service that set out to cater to local NikePlus members’ exact needs. The new Nike Live stores in Long Beach, CA and Shibuya Scramble in Tokyo implement key learnings gleaned from more than 80 tests delivered through the Melrose concept launch. These stores will be able to cater even more to their local communities, fueled by constant analysis of the online buying patterns, app usage and engagement of members in the local neighborhoods, according to Nike.

Both locations will include the NikePlus Unlock Box, a digital vending machine stocked with product that members can redeem using their Nike App member pass.

“Nike Live is the result of a singular vision: to design the most locally-relevant experience out there leveraging digital with personal service,” says Cathy Sparks, VP/GM of Global Nike Direct Stores & Service. “The success of our Melrose pilot has us so excited to expand this groundbreaking concept to new communities, with stores that offer our members convenience and the joy of sport in spaces built just for them.”

Each Nike Live door offers a digitally-enabled space, specifically designed and curated to provide localized brick-and-mortar shopping experience for members. Nike by Long Beach will house a Nike Sneaker Bar, refreshed with a new design for “style-obsessed” local members. It will continue to offer a service home and a personalized shoe buying experience, now with a mix of 100-plus pairs of lifestyle and performance footwear available. Visitors can chat one-on-one with a store athlete or pick up product reserved or purchased online. 

Data informed product assortments deliver fresh inventory every two weeks.

The store will also offer Long Beach members one of the most curated women’s performance product offerings in the Nike fleet and unique programming and personalized coaching. It will offer an increase in community-based activities with a combination of Nike-powered workouts through NTC and NRC, in-store pop-ups, and a built-in network of sport partners in the area. The building is LEED certified and the storefront's expanded lineup of reusable materials are used throughout the space.

In Tokyo, Nike by Shibuya Scramble will offer a new tech tool to members allowing them to chat directly with store employees via the LINE App. With the tap of a link, through checking out the store page or by friending the store through LINE, consumers can connect quickly the store team to ask a question or to learn about what current store exclusive product is in stock. The store also offers quick pick-up in convenient-style fixtures, as well as Ship to Store service and Nike App at Retail enabled offerings. In-store digital screens share information on Nike partnered gyms and studios throughout the city, as well as Nike-only events. In addition, the store will offer community run groups led by the store team and the Nike Sports Finder fuels consumer connections to sport in the Tokyo community.

Both the Long Beach and Shibuya Scramble locations will include the NikePlus Unlock Box, a digital vending machine stocked with product that members can redeem using their Nike App member pass. 

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