Nike opened its first full-price store in Texas. The store offers a 'Custom Build It' section to create shoes and apparel. According to the Dallas Morning News, the 25,000-square-foot store is one of six concept stores that Nike has opened nationwide, including in New York and Las Vegas.
The average cost for a pair of customized running shoes is $135.
The store will book private parties for office workers and other groups that want to customize team apparel or for school teams that want to personalize their training clothes.
In the new Dallas store, a team shop now features University of Texas and Texas Christian University apparel, but that will change in April when Nike takes over the NFL contract in April 2012. Reebok has had the contract for 10 years.
