Nike is expanding focus on women with its first dedicated women’s store in Europe on London’s King’s Road.The London store has been designed to “inspire women to reach their athletic potential”, it became the sportswear label’s third women’s only-store. The others opened in Shanghai, China and Newport Beach in California, US late last year.
“Our new King’s Road store is yet another example of our commitment to women to bring them the very best of Nike,” said Heidi O’Neill, VP & GM Nike Stores. “Our women’s business has never been stronger and our deep connections with women at retail are helping fuel this growth.”
The store's services offer to purchase products online via a “click and collect” system and pick up purchases in the store. Consumers can showcase their personal style via www.nikeid.com by designing bespoke shoes with a NIKEiD consultant who can provide guidance on fabrics, colour palettes and the correct footwear style for all needs, including training, running and everyday use.
Isamaya French, a London-based illustrator and make-up artist, produced a piece of art that communicates the synergy of sport and style in the store’s basement level. A separate map of London also pays homage to the UK capital and features Nike heptathlete Katarina Johnson-Thompson and is incorporated into the store’s design.
Nike’s commitment to sustainability is reflected in the reclaimed wood used for the flooring and that the store's LEED Platinum certification, the highest level granted in the green building program. Special dimmers in the changing rooms show outfits in three different lighting scenarios – morning, afternoon and evening.