Why Nike Opened a Sprawling Paris Flagship in the Middle of a Pandemic

Amid a challenged global macroeconomic backdrop that has forced many traditional retailers to close up shop, Nike Inc. is forging ahead with several brick-and-mortar concepts. Nike’s latest tricked-out House of Innovation — dubbed Nike Paris, House of Innovation 002 — is set to open its doors this Thursday on the famed Avenue des Champs-Élysées in Paris. The store, the first of its kind in Europe and the latest of only three Nike flagship experiences in the world — the others are in New York and Shanghai — spans 26,000 square feet and four floors. Inside Nike’s House of Innovation in Paris. CREDIT: Nike Featuring a “digitally powered” end-to-end consumer experience, the outpost is the latest representation of “Nike’s bold vision for the future of retail,” according to Cathy Sparks, global VP and GM of Global Nike Direct Stores and Service. “We are opening what we call ‘digital stores,’ and they are the perfect manifestation of how we believe consumers shop, which is both digital and physical,” Sparks explained. “They’re looking for experiences, but they also [desire] easy access to product that they want, when they want it.” Among the store’s key offerings are Nike’s proprietary bra-fitting service; kids’ pods that allow for interactive gaming to keep children

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