First Look: Inside the Nike & Jordan Basketball Experience Store in Beijing
January 20, 2017
On January 21, Nike will officially open its largest basketball-focused door in China, the Nike & Jordan Basketball Experience Store: a 6,550-square-foot retail experience in Beijing’s popular EC Mall. Like the newly opened Nike Soho and Nike Miami, the remodeled store is designed to deliver the best of Nike’s personalized services, from the Nike+ Basketball Trial Zone to product customization, creating a seamless link between Nike’s digital and physical platforms.
“Our new Nike and Jordan Basketball Experience Store demonstrates Nike’s commitment to the sport and culture of basketball in China, and how we’re continuing to lead the future of sport retail,” says Dennis van Oossanen, Nike Vice President of Greater China Direct to Consumer. “This store offers some of the best Nike and Jordan performance and lifestyle basketball products, services and experiences in one location.”
The store's Nike+ Basketball Trial Zone, which first debuted at Nike Soho, spans nearly an entire half-court and features an adjustable hoop and digital video screen. It’s powered by a gaming engine that provides real-time, on-screen feedback for participants’ nine-minute drills, which are guided by a trained, in-store basketball store athlete. With Nike+ app profile integration, participants can save their favorite Nike Basketball and Jordan footwear styles.
Across from the Trial Zone, which can be seen through glass walls from the interior of the mall, there’s an instant personalization studio that allows consumers to customize shoes using NIKEiD and create on-demand apparel, both with an extensive range of color options.
The Nike & Jordan Basketball Experience Store also offers some of the hottest Nike Basketball, Nike Sportswear and Jordan product — from brand-defining innovation to store exclusives — including the Air Jordan I, LeBron 14, KYRIE 3, Nike Special Field Air Force 1 and Nike Air More Uptempo.
Here’s a first look at the Nike & Jordan Basketball Experience Store’s one-of-a-kind, ultimate service destinations. Store events will be announced soon, including athlete appearances and game viewing.
Nike remains committed to driving innovation and growing sport in China through retail. We are the official sponsor of the China national basketball team. With the addition of the Nike & Jordan Basketball Experience Store in Beijing, located in the heart of the largest student population in the country, Nike continues to serve the vibrant basketball culture in China.
Through its partnership with China’s National team, Chinese Taipei and Team Hong Kong since 1996, 1997 and 2007, respectively, Nike has committed to growing the game at the team level in Greater China. Over the twenty-year period of involvement, the relationship has expanded, as has Nike's involvement in Chinese sport.
For example, in 2014, Nike, the Yao Foundation and the Hope School Basketball Program joined in expanding opportunity for young athletes in remote areas of China, serving more than 322,000 children from 342 Hope Schools through 2015. Looking ahead to the 2019 FIBA World Cup, hosted by China, Nike remains committed to supporting the growth of basketball in the region through specialty coaching for young players, training camps for the national team and a continuation of shared experience with ambassadors like Kobe Bryant, LeBron James and Kevin Durant.