Nike debuts member-driven concept

Discussion
Photo: Nike
Jul 15, 2020
Tom Ryan

Nike last week launched a new store concept — Nike Rise — in China that promises a curated “1-to-1, personalized shopping experience that connects consumers to sport, their communities and one another.”

Spanning 22,000 square-feet over three floors, Nike Guangzhou touts a number of “new-to-Nike” offerings:

  • Nike Experiences: The new app feature connects local Nike members to weekly sport-minded activations across the city of Guangzhou. Members also gain access to in-store workshops and events hosted by the city’s network of Nike athletes, experts and sports influencers.
  • Nike By You Personalization Bar:  A section enables members to personalize items with design elements inspired by the city’s sport culture, from jerseys of local sport teams to t-shirts and totes. 
  • Event Access: Members can plug into events like weekly basketball games and football matches with Nike experts and Master Trainers at Tianhe Sport Center (a 10-minute walk from the store) or unlock rewards based on sports activity achievements. 
  • Nike Fit: For the first time in China, the Nike Fit in-store experience will be available. Members get their feet scanned and machine-learning algorithms determine their ideal fit. The technology debuted in the U.S. last year.

Similar to the recently introduced Nike Live concept, members entering or nearby the store receive notifications of events and new features within it. Inside, customers can scan barcodes to learn about, request, check availability and order any item.

Nike debuts member-driven concept
Photo: Nike

Nike Rise becomes the brand’s fourth retail concept in addition to factory outlet locations, its massive House of Innovation flagships and the Nike Live stores that are about 5,000 square-feet.

On its recent fourth-quarter conference call in late June, Nike said it would be opening between 150 and 200 Nike Live-style stores over the next couple of years in the U.S. and EMEA that are expected to help drive growth in women’s and apparel. The company also has expansion plans for House of Innovation and Nike Rise.

Cathy Sparks, vice president and general manager of Global Nike Direct Stores & Service, told WWD, “We’re reimagining our entire fleet.”

DISCUSSION QUESTION: Does Nike Rise appear to bring additional value to Nike’s portfolio of retail concepts? What features of Nike Rise stand out to you?

Please practice The RetailWire Golden Rule when submitting your comments.
Braintrust
"If this is successful, expect a global roll-out and other brands looking to imitate."
"Nike gets who they are but, more importantly, they get who their customer is and what they are looking for."
"There is no other kind of advertisement or marketing ploy that can capture frontal lobe awareness like an in-store experience..."

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5 Comments on "Nike debuts member-driven concept"


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Richard Hernandez
BrainTrust

So more personalization to the current flagship store experience like the Levi’s Jeans store. How will all this engagement work if we are to be social distancing for the foreseeable future?

Stephen Rector
BrainTrust

Nike Rise is providing what customers want – experience, personalization and connection to a brand. If this is successful, expect a global roll-out and other brands looking to imitate.

Ken Morris
BrainTrust

Experiential retail is the wave of the future and Nike is a leader with their portfolio of retail concepts. Cambridge Retail Advisors recently published a white paper called Flipping the Script – Transforming the Store to a Stage, that illustrates the concept well. The Nike Fit technology provides the service that can’t be duplicated online. It creates an in-store intimacy that allows Nike to capture at least 30 minutes to make an impression on a member. There is no other kind of advertisement or marketing ploy that can capture frontal lobe awareness like an in-store experience and Nike is cementing their brand in the mind of their customer.

Lee Kent
Guest

Nike Rise is the perfect blend of community, retail and experience. I was impressed when a friend told me of her experience in NY a year or so back. She was there on business but was able to meet up with a group to run. Nike gets who they are but, more importantly, they get who their customer is and what they are looking for. For my 2 cents.

Chuck Ehredt
BrainTrust

If we focus on the question posed, this retail concept absolutely adds to the Nike portfolio as experiential retail for a brand that is so personal to millions of people. That will make this store a destination in itself. Of course Hamleys (U.K.) probably invented this 250 years ago – and guess what, the experience was so great they never needed to issue Green Stamps (or loyalty points). Brands win based on the overall shopping experience and each customer´s perception of value.

wpDiscuz
Braintrust
"If this is successful, expect a global roll-out and other brands looking to imitate."
"Nike gets who they are but, more importantly, they get who their customer is and what they are looking for."
"There is no other kind of advertisement or marketing ploy that can capture frontal lobe awareness like an in-store experience..."

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