Nike plans to open a Nike Rise concept store in Birmingham, its second to open in the U.K. and the first outside of London, according to Hammerson, the British property development and investment company that owns Bullring.

The Nike Rise store will open later this year at Bullring & Grand Central shopping center in central Birmingham. The first U.K. Nike Rise opened in London’s Westfield shopping center in 2022.

The 13,000-square-foot Birmingham store will feature several data-driven in-store elements tailored to the location to “help shoppers make informed purchasing decisions.” Nike Birmingham will also host local events for Nike members, including run clubs and in-store workouts.

The store opening follows the Nike Rise concept’s success in the U.S. and Asia.

Toby Tait, director of asset management at Hammerson, said, “This high-profile signing is yet again a clear sign of the value brands see in Bullring; its importance to the U.K. market and to all the people who live in, work in and visit Birmingham. We are always looking to introduce new and exciting concepts across our portfolio, and Nike Rise is a great example of how we can combine a community focus with retail innovation here in Bullring.”