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Nike Uses NikePlus Data to Open First Concept Store on Melrose Specially Curated for that Neighborhood

Data provided by NikePlus members in Los Angeles shows that they are running and style obsessed. They love basketball and are on the competitive side. They’re sneakerheads and 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, will open its doors July 12 at 8552 Melrose Avenue in West Los Angeles. 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.

On top of providing a selection of 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. The Sneaker Bar makes trying on and buying footwear quick and easy. NikePlus members can redeem product or rewards by using their member pass at the NikePlus Unlock Box (essentially a digital vending machine). 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. 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.

Photo By: Nike

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