Nike is expanding its tech-driven Rise concept to Seoul, Korea. The opening follows the launch of its first Rise retail concept store in Guangzhou, China last summer.
Adding to the in-store features from Guangzhou, Nike Seoul introduces Sport Pulse, a digital platform across all levels of the store and that uses local Nike product trends and sports updates to create an immersive retail experience.
Another new experience at the store is Inside Track, an interactive RFID-enabled digital footwear table where shoppers can compare details including product benefits, footwear technology and online reviews for any two shoes in the store when placing them on the table.
New to the Rise experience are three zones in the Seoul store for shopper engagement.
- The Sport Hub helps shoppers find opportunities to participate in sports in their city. The space also functions as a service desk for order pickups and returns;
- The City Replay zone creates a space for shoppers to find local Seoul products. City Replay also provides a year-round place for shoppers to repair old or worn Nike products and customize new or worn products; and
- The Huddle connects shoppers to programming that focuses on Nike’s five facets of fitness: movement, mindset, recovery, nutrition, and sleep. Customers can participate in group sessions or sign up for one-on-one sessions with “experts” tailored to their goals.
Nike Seoul will also promote the brand’s sustainability efforts to include LEED Gold certification and its first in Asia to launch Recycling & Donation for worn footwear and apparel where products will be recycled or donated to partnering organizations. In the future, the store will offer consumers the opportunity to give life to gently-used Nike footwear, furthering the company’s circularity business model.
Photo courtesy Nike
