Nike and The Finish Line, Inc. announced the opening of a new retail experience called Finish Line Ltd customized to meet the needs of young running and training athletes. The concept store is located at the Chandler Fashion Center near Phoenix, Arizona.

“This new store will serve young athletes who have a passion for running and training,” said Nike Brand president Charlie Denson. “We’re partnering with Finish Line to offer a higher level of service, a deeper connection to the local running community and a strengthened product assortment. It’s part of our long-term strategy to elevate the marketplace, create energy at retail and connect with consumers in our core categories.”

“We are excited to see what the new store design, enhanced service level and tighter product assortment can do for sales,” said Alan Cohen, Finish Line CEO. “This store will cater to the young athletes in Phoenix with its unique product assortment and opportunities for customization.”

Finish Line Ltd will be divided into three sections: running, sport style and training. Running will lead the way with a significant Nike+ running story up front. Finish Line Ltd will offer the complete Nike+ package including the plus-enabled footwear, Nike+ Sport Kit, and Apple iPod Nanos. Finish Line Ltd also will carry an assortment of other leading running, training and sport style brands that are relevant to this young active consumer.

Additionally, Finish Line Ltd features an exclusive assortment of Nike performance and sports culture footwear that reflect the colors of local high schools in the Greater Phoenix area. Shoppers will also see the same colors in the Nike Pro apparel offering, which will enable them to customize Nike Pro apparel with their own high school sport, name and number.

Finish Line Ltd will offer an enhanced level of customer service including in-store demonstrations of product by trained running sales associates. Customers also will be able to test-run Nike product. Training tools, such as selecting the best shoe or finding the right local running route, will be featured as well.

In conjunction with the store opening, Nike and Finish Line will hold “Rock the Lot,” a fun run, on May 18, 2008. Hundreds of high school students will be invited to participate. The event will feature a local VJ/DJ as emcee, a free Nike participant tee, footwear trials and a “Battle of the Bands” gaming competition.