Nike is launching Nike Live, a new shopping concept for local members of the company’s NikePlus loyalty program. The first location, Nike by Melrose, will open on July 12 on Melrose Avenue in Los Angeles.
The products and services offered in the store will include online best sellers, as well as essential running, training and sportswear products.
"It 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," Nike wrote in a press release.
The LA store will also offer city-specific products determined by Nike digital commerce data, such as buying patterns, app usage and engagement, and more.
New apparel, footwear and accessories — all specific to LA’s wants and needs — will fill the store on a bi-weekly basis, and sometimes exclusively. Company data shows that its LA NikePlus members "are running and style obsessed. They love basketball and are on the competitive side. They’re sneakerheads and visionaries."
With that in mind, shoppers should expect to see, for example, the store stocked with plenty of Nike Cortez styles, tons of running products, bright colorways and hip packs on opening day.
The store even features a Sneaker Bar where customers can try on and buy footwear with ease. In addition, the Dynamic Fit Zone offers a lounge for shopping breaks, rooms where Nike Experts can offer styling tips, and a Nike Trial Zone with a treadmill, where shoppers can test out items before buying.
NikePlus members can redeem products or rewards by using their member passes at the NikePlus Unlock Box, which is essentially a digital vending machine.
The company added that more neighborhood-specific locations will open in cities around the world, including Tokyo, next spring and beyond.