Nike remains clear on its priorities of leading with digital and owned stores, including a focus on store concepts like Nike Live, first tested in 2018. The neighborhood stores emphasize localization and community, tailoring the assortment, design and community engagement elements to what customers in the area want most.
In Eugene, new assortments will drop every three weeks, and the store will also offer a selection of University of Oregon merchandise. The main welcome area will serve as a meeting place for running groups and other athletes to meet “when it’s safe to do so,” the company said. New arrivals and employee picks will be featured at the front of the store, and the store will build relationships with local organizations that encourage kids to be active.
As with the other Nike Live stores, though, a large part of the focus is on offering digitally-enabled services that pair with the retailer’s app to make membership more compelling. A digital vending machine dubbed the “Unlock Box,” which lets members redeem free products and gifts, will be a feature of the store, as it has in others. Customers will also be able to text store associates about product availability, recommendations and current offerings.Retail Dive