First Look: Nike’s Latest Concept Store

Jamie Grill-Goodman
Editor in Chief
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Nike has opened the doors to its latest new store concept, Nike Rise, which aims to create a personalized shopping journey that connects consumers to real-time sports, their communities and one another. 

The first Nike Rise location, a 22,000-sq.-ft. store in Guangzhou, China, is the latest in the footwear and apparel retailer’s recent pilots, including Nike’s flagship House of Innovationand Nike Live. The new concept store uses data gathered from its loyalty members, as well as real-time sports moments in the city to create the consumer experience.

The store features Nike Fit technology, in which shoppers can get their feet scanned by a store athlete to find the best fit. Preferred sizes can be stored in member profiles to later shop online or offline. There is also new Nike By You personalization bar that enables loyalty members to personalize items with design elements inspired by the city’s sport culture, from jerseys representing city sport teams to everyday products like T-shirts and totes. 

Nike is also piloting a new Nike mobile app feature in the city of Guangzhou. Nike Experiences will connect city loyalty members to weekly sport-minded activations designed to get them moving. Members will also gain access to in-store workshops and events hosted by the city’s network of Nike athletes, experts and sport influencers.

“Building on our history of serving our Greater China Members through new and innovative store concepts, we’re thrilled to unveil this first Nike Rise door in Guangzhou, a city that truly loves and obsesses sport,” says Cathy Sparks, VP/GM of Global Nike Direct Stores & Service. “Whether Members are connecting through the Nike App or joining in-store, they’re invited to experience a digitally-enabled journey at this Nike Rise door that links them to the energy and activity of the city, and unites communities across Guangzhou through the power of sport.”

Nike said it plans to add more Nike Rise locations in 2021.


Nike's Concept Shops