Nike opens a unique digital store in Seoul

A conceptual digital store has opened in South Korea’s capital, joining the global network of House of Innovation and Nike Live formats.

Nike has opened another flagship store, which focuses on the use of cutting-edge technology. Nike Rise in South Korea’s Seoul is another conceptual digital store that joins the global network of House of Innovation and Nike Live formats.

With the opening of yet another tech concept store, Nike is increasingly betting on its store model and online channels instead of the wholesale supply lines that had previously dominated the sports giant’s business. The company also expects to open up to 200 smaller format stores in the market in the future. 

The new Nike Rise in Seoul, about 2,200 square meters, incorporates the company’s latest technological developments and emphasizes a “localized” approach to the Asian market. The store is designed to be part of the urban environment and connect shoppers to the neighborhood and the metropolis. 

“We’re very interested in physical retail. We’re going to open hundreds of more stores, and we’re looking at one location after another for possible expansion,” commented Nike Direct Vice President Daniel Heath, noting that the company is considering launching the Rise concept in other countries. 

Nike Rise is a scaled-up version of Nike Live, but the concept involves integrating an entire city rather than a single neighborhood. The range and area of the store are much more extensive, and the idea is based on the consumer’s connection with the store and many digital-related features and services. 

Among the unique features is the store’s “huddle” area, which offers shoppers the opportunity to sign up for various expert sports events and workouts, which are organized right on the store’s squares. There’s also a ready-made sports and active training products area and a special booth for virtual activities in addition to the classic ones. 

Nike has also been focusing on a high level of service in its new retail concept. For example, the store in Seoul has a recycling center where used shoes can be dropped off, which will be donated or sent for recycling. In addition, customers are invited to sign up for personalized style consultations, either in person or virtually.