Nike is introducing a new retail concept to its portfolio of in-store experiences that already includes Nike House of Innovation and Nike Live. Welcome Nike Rise.
Based on a 1-on-1 Nike Member shopping approach, the first Nike Rise store will open in Guangzhou, China. The experience will be tailored to "respond to the pulse of sport in a Member's city." What does that mean exactly? Basically Nike will be using the insights that local Nike Members share and real-time sports moments to engage Members with the Nike App in-store and use those elements to dictate the look, feel and flow of the store and shopping experience.
Nike Rise Guangzhou
For the Nike Rise Guangzhou store, Nike Experiences provide weekly sports activities for Members and in-store workshops. The sports that drive the pulse of the city include running, basketball and football so Members can join weekly games with Nike experts and earn rewards for Member Unlocks. Finally, a Nike By You personalization bar will allow for Members to create gear for them while Nike Fit will also be introduced in-store to let Members try on sizing through a foot scan.
Cathy Sparks, Vice President/General Manager of Global Nike Direct Stores & Services had this to say about the new store launch and retail concept:
"Building on our history of serving our Greater China Members through new and innovative store concepts, we’re thrilled to unveil this first Nike Rise door in Guangzhou, a city that truly loves and obsesses sport. Whether Members are connecting through the Nike App or joining in-store, they’re invited to experience a digitally-enabled journey at this Nike Rise door that links them to the energy and activity of the city, and unites communities across Guangzhou through the power of sport."
The store opened its doors on July 9 and Nike will introduce more stores in 2021. In related news, Nike has donated upwards of $15 million towards COVID-19 relief and committed $1.4 million to the China Youth Development Foundation.