Nike Unveils a New Kind of Store in China — Take a Look Inside

A new Nike store has debuted in China — and shoppers have never seen anything like it before. The athletic giant tomorrow unveils to the public its latest retail concept: Nike Rise. The outpost, situated at Grandview Mall in the sprawling port city of Guangzhou, spans about 22,000 square feet, over three floors and serves as a data-powered hub for all things sports. Inside, customers will find the brand’s collection of men’s, women’s and kids’ apparel and footwear in a digitally enabled environment. Nike members get a bonus: Through the brand’s app, they can sign up for activities tailored specifically for locals — think soccer matches, running clubs and more — through the newly launched Experiences feature. (These events might be held in the store or at the nearby Tianhe Stadium and other neighboring sports centers.) The “Sport Hub” at Nike Rise. CREDIT: Nike In addition, members can mingle with local athletes and celebrities, who will be invited for quarterly workshop sessions, as well as unlock product rewards with certain activity achievements. They can also approach a personalization station where they’re able to adorn items with design elements inspired by the city’s sport culture, from jerseys that already represent teams like Guangzhou’s Evergrande Taobao Football

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