Nike unveils new concept: Nike Live

Nike has opened its newest store concept, Nike Live, in Melrose Avenue, Los Angeles.

The store, “powered” by the insights and engagement of thousands of nearby NikePlus loyalty program members, features a lockbox pick-up service where members may secure unique offerings reserved via the Nike App or through Swoosh text.

President of NikeDirect Heidi O’Neill said: “Nike Live stores are specifically designed to be a service hub for local NikePlus members… 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 new concept was created in support of Nike’s efforts to unite digital and physical shopping experiences for its consumers, and to further personalise the NikePlus Member in-store journey. Both the location and the product assortment of the store was selected using insights gained from NikePlus member activity and buying patterns.


When walking in the store, shoppers can make a first stop for service at the Nike Sneaker Bar. There they can talk with a Nike Expert about the lifestyle and performance footwear available, request to try-on an item on the spot, purchase and go.

Members have access to the NikePlus Unlock Box, where they can scan their member pass every two weeks for unique Nike products and goods. The store also uses Nike’s Nike App at Retail service, allowing them to reserve product to in-store digital lockers; scan product barcodes to learn more (i.e. product availability in nearby stores or online, and available colorways); book Nike Express Session appointments for one-to-one personal service; and access new features and content in the app.


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