American sports giant Nike recently launched a new retail concept store – Nike Unite, which specifically serves the local community, helps people connect more closely with sports, provides people with a new sports experience, and is committed to becoming the most popular local store. A worthy sporting destination.
Nike plans to open Nike Unite concept stores in 9 cities around the world in 2020. It has been launched in Namyangju, South Korea, Portland, East New York, San Antonio, and East Kilbride in the United Kingdom. It will also be launched in the United States in the future. and China opened two such stores respectively.
The fitting room of the Nike Unite concept store has details of the city where it is located. Maps, showing consumers how to explore their surroundings. A distinctive community wall will be featured at the entrance to each concept store, highlighting the store team’s local partnerships, and design elements throughout the space will also tell the story of the local community, including local landmarks and famous athletes. wait.
The above picture is a detailed map of the city where the fitting room is located
The picture above is San Antonio’s Nike Unite concept store emphasizes local encouragement of sports cooperation
The Nike Unite concept store mainly introduces locally curated, affordable products and selected seasonal products, reflecting the local A point of community interest, staff are also hired primarily from local residents.
Whether online or offline, Nike Unite provides new ways to encourage people to take action. Whether it’s serving professional athletes online or supporting local schools or nonprofits to give kids more opportunities to play sports, the goal is to bring people in the local community closer to sports and each other.
In addition, Nike also provides reusable shopping bags in concept stores in Namyangju and East Kilbride, and launches recycling services for reused shoes.
Nike Unite is the fifth type of retail concept store launched by Nike in addition to regular brand stores. The other four types include: large concept flagships launched in key cities such as Shanghai and New York Store “House of Innovation”, small community concept store “Nike Live” launched in California, USA and Asia, discount concept store Nike Factory, and the world’s first Nike Rise concept store launched in Guangzhou, China in July this year.
Localization is an important challenge for the refined operation of global brands like Nike. The large-scale concept flagship store “House of Innovation” launched earlier in key cities such as Shanghai and New York, and the small community concept store “Nike Live” launched in California and Asia are all explorations and attempts at localized retail.
At the same time, based on the large amount of data and member stickiness of Nike App, Nike further strengthens its interaction with members in the community. For example, through the “Nike City Member Experience” (Nike Experiences) function, people can get a series of additional experiences even if they leave a Nike store. </p
