Nike, Inc. has closed two additional Nike Live locations in San Jose, California, and Hoboken, New Jersey, as well as a Nike store in Bethesda, Maryland after closing at least four other Nike Live locations in July.

Nike said in a statement regarding the closings, “Like all retailers, we regularly evaluate our fleet. During Nike’s Earnings call on June 30, we noted that Nike would continue to make adjustments across our marketplace to better align to our strategy for growth, including elevating stores and streamlining our physical retail footprint. This is part of that work to create a future marketplace.”

Specifically regarding its owned stores, Elliott Hill, president and CEO, told analysts on the quarterly call that Nike had elevated more than 150 stores “with sport-led experiences,” but would also be exploring closures as it continually reaccesses needs across its store portfolio. He said, “Over time, we will continue to rezone and elevate our fleet and close the doors that are no longer aligned to our strategy. At our scale, this takes time. We’re not finished yet. I’m confident our investments in the integrated marketplace will pay dividends for years to come.

The San Jose store, at 333 Santana Row, Suite 1000, originally opened in May 2021. The Nike Hoboken store at 222 Washington Street opened in January 2023. The Bethesda store opened in May 2023.

The Nike Live concept is a members-only store focused on mobile, a two-week merchandise rotation and inventory curated using local search and purchase data.

Nike closed at least four other Nike Live locations in July, including two in the Atlanta-metro area in Ponce City Market and Avalon, as well as locations in Cary, North Carolina, in the Research Triangle area, and Naperville, IL.

According to Nike’s recently released 10-K, the company ended its fiscal year May 31 with 347 stores in the U.S., down from 376 at the same time a year ago. The number of Nike Brand in-line stores, including employee-only stores, was reduced to 75 from 85 a year ago, while Converse stores, including factory stores, shrunk to 60 from 78 a year prior.

Nike Brand factory stores remained about the same, at 212 against 213 the prior year. Internationally, Nike’s retail store count was trimmed to 641 at the close of the fiscal year from 658 a year ago.

Image courtesy Nike Santana Row