Nike have opened their new store concept in Los Angeles that has been inspired by the local community and will act as a hub for its local NikePlus members.
The store is based on Melrose Avenue and operates as what Nike describes as an experimental digital-meets-physical retail pilot where products and services are tested based on a deep understanding of the store's neighbourhood.
Heidi O'Neill, president of Nike Direct, said:"We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community. As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”
The store will also be enabled with several of the services from the Nike App at Retail feature set, including Retail Home, NikePlus Unlocks and Nike Scan.
