How Nike is testing and learning – from LA to Tokyo

Nike's newly renovated, 16,000 sq. ft. concept store in Tokyo is located in the Harajuku neighborhood, a high-energy retail zone. For inspiration on how to adapt the store to the environment, management looked to its successful Melrose Ave. store in L.A. “Since we opened ‘Nike by Melrose,’ we spent that whole year testing 80 different things in the consumer journey — from product to experiences to digital connection to different consumer activations,” explained Cathy Sparks, global VP and GM of Nike Direct Stores.