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Nike’s New Store Was Located And Stocked By You, Los Angeles

Research into the insights and behavior of NikePlus members in Los Angeles shows that they are running and style obsessed. They are on the competitive side but are also visionaries. That reality is what spurred Nike to develop Nike Live, a new store concept that will be inspired by and built as a hub for its local NikePlus members. The first one, Nike by Melrose, opens its doors today, July 12 at 8552 Melrose Avenue in West Los Angeles.

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The store’s façade showcases Angelenos shopping and getting after sport against the backdrop of a classic SoCal sunset. Los Angeles native Bijou Karman, the artist and illustrator who designed the mural that she calls “Sunsets on Melrose,” says she intended for it to be a re-imagined walkthrough of a typical LA day.

It has pop-up vibes, and it will operate like an experimental digital-meets-physical retail pilot — but it’s not going anywhere anytime soon and the products and services that will be “tested” there are based on a deep understanding of the neighborhood.

"We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community," says Heidi O'Neill, President of Nike Direct. "As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”

On top of providing a selection of nike.com best-sellers and essential Running, Training and Sportswear product, Nike by Melrose will offer city-specific styles — all of which is determined by Nike digital commerce data (things like buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want when they want it. That means new apparel, footwear and accessories — again, all specific to LA’s needs regardless of Nike’s broader seasonal priorities — will fill the store on a bi-weekly basis (a Nike first) and sometimes even exclusively. For example, expect to see the store stocked with plenty of Nike Cortez styles, a ton of running product, bright colorways and hip packs for its opening.

Take A Look Inside

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The Sneaker Bar makes trying on and buying footwear quick and easy with on-the-spot access to the store’s shoe assortment and a Nike Expert to help consumers make the right product pick.

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NikePlus members can redeem product or rewards by using their member pass every two weeks at the NikePlus Unlock Box (essentially a digital vending machine).

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The Dynamic Fit Zone has a lounge to relax in, rooms where Nike Experts can offer styling tips and a Nike Trial Zone (with a treadmill) to really put product to the test in. Bookable through the Nike App, Nike Express Sessions will also be hosted here to provide elevated one-to-one service to consumers in just thirty minutes.

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Returns, exchanges or purchases are made easy with Curb Services at Nike By Melrose. Using Swoosh Text (an SMS messaging system between the shopper and the store), consumers can simply text the store, pull in, grab or return goods, and get going.

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Nike by Melrose gives NikePlus Members access to shop from the Nike App, tap reserve and pick up their product to try-on and purchase in-store.

In addition to these service offerings, Nike by Melrose will be enabled with several of the services from the Nike App at Retail feature set, including Retail Home, NikePlus Unlocks and Nike Scan.

Nike by Melrose is the first Nike Live concept store built for and inspired by local NikePlus members. More neighborhood-specific locations will open in cities around the globe, including Tokyo, next spring and beyond.

Read More: Nike Direct Experience