Nike Continues Its Transformation of Retail With Two New Boston Stores

Nike is continuing its efforts to define the marketplace of the future, and its next landing spot is Boston. The athletic giant has revealed several store formats in recent years that it believes will improve how it serves consumers. In 2018, for instance, the company debuted Nike Live, a concept built as a hub for locals. It launched the format with Nike by Melrose in Los Angeles in July 2018, a door featuring “pop-up vibes” that operates as a digital-meets-physical retail experience. More recently, the company created Nike Unite, which was unveiled in November 2020 to help locals connect more closely with sport and both serve and celebrate the people in the community with a design reflecting its “heart and spirit.” Inside, consumers could expect “locally curated, everyday essentials at the best price.” It’s these two formats that Nike will use for its new Boston-area doors: Nike by Chestnut Hill and Nike Unite Watertown. The two storefronts are part of the company’s plans to expand its retail footprint throughout North America and Europe, the Middle East and Africa. During the company’s fiscal Q4 earnings call in June 2020, Nike Inc. president and CEO John Donahoe revealed plans for 150 to 200 monobrand stores, which would

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