Nike launched a Nike Rise retail concept in Guangzhou, China that promises a curated “1-to-1, personalized shopping experience that connects consumers to sport, their communities and one another.”
The company said Nike Rise builds on the launch of recent pilot concepts of Nike’s flagship House of Innovation, highlighting product innovation, and Nike Live which emphasizes locally curated shopping for members. The concept is based on insights from local Nike members and encourages members to engage with the Nike App in-store. It builds on the brand’s now core Nike App at Retail features such as Nike Scan to Learn, Scan to Try and Nike Fit.
Among the new-to-Nike offerings shoppers at Nike Guangzhou, China will find are:
- Nike Experiences – A new Nike App feature that connects local Nike members to weekly sport-minded activations across the city of Guangzhou, China. Members will also gain access to in-store workshops and events hosted by the city’s network of Nike athletes, experts and sports influencers.
- Nike By You personalization bar – Delivers a 365-experience for members to personalize items with design elements inspired by the city’s sports culture, from jerseys to tees and totes.
- Member Unlocks – members living in Guangzhou can plug into events, like weekly basketball games and football matches, with Nike experts and master trainers at the Tianhe Sports Center (a 10-minute walk from Nike’s newest door) or get rewarded with Member Unlocks tied to the sports they enjoy.
- Nike Fit – For the first time in China, the Nike Fit in-store experience will be introduced to consumers at this location. where shoppers can get their feet scanned by an in-store athlete to find the best footwear for their feet in any style. Preferred sizes can be stored in Nike member profiles to shop online or offline.
“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,” said Cathy Sparks, VP/GM of global Nike direct stores & service. “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.”
Nike Guangzhou opened to the public July 9 More Nike Rise doors will be introduced to Nike’s global store fleet in 2021.
Photo courtesy Nike