Nike opens its store of the future with a new concept

Nike has announced the opening of the first concept store of its kind in China in the new Nike Rise format.

Nike has announced the opening of its first concept store in China in the new Nike Rise format. Guangzhou’s “pulse of sport in the big city” shopping space reflects the brand’s commitment to accelerating digital transformation. 

The focus of the new retail concept is on consumers who are offered a journey that unites them with sport, the local community, and each other. Nike Rise features new services introduced at the House of Innovation in New York City. 

“Building on the history of serving our customers in China with new and innovative store concepts, we are pleased to introduce the Nike Rise concept in Guangzhou, a city that truly loves and enjoys sports,” commented Cathy Sparks, Vice President of Sales and Services, Nike. 

Members of the Guangzhou Nike community have the opportunity to participate in weekly sporting events such as football and basketball games, as well as access seminars and activities in the store. Events are organized with the participation of well-known athletes, experts, and influential people from the Nike world. 

“Whether participants connect through the Nike app or join a retail store, we invite them to travel with digital opportunities at Nike Rise,” added Sparks. 

Among the services, Nike offers customers in the new retail space: 

• Nike Experience, which is transforming the city into a digital platform with the ability to connect to numerous sporting events.
• Nike By You is a platform that allows customers to personalize their purchases, inspired by the city’s sports culture and new design elements that are unique to the town.
• Nike Fit is a foot-scanning technology that allows you to find the best fit in shoes of any style.

The company noted that following the unique store in Guangzhou, the Nike Rise concept would be introduced to other markets as early as 2021, which will allow the brand to accelerate digital transformations in the global market.