Nike opens new Nike Live locations in Long Beach and Tokyo

By

Gabriella Lacombe

Published
Nov 2, 2019

Nike is growing its Nike Live concept with the opening of two new Nike Live stores in Long Beach, California and Tokyo, Japan. 

The concept stores use collected data from local NikePlus users to cater to the unique needs of the neighborhood, blending the athleticwear brand’s digital capabilities with personalized in-store experiences. By using ongoing analysis of local online buying patterns, app usage and engagement, Nike Live locations cater their offerings to their specific communities. 

Nike Live locations also provide special perks for members of the NikePlus loyalty program and those who use Nike’s mobile app. These shoppers have access to special features, including the ability to buy items online and pick them up in-store, reserve items to try on, access styling sessions and bra fittings, and pick up items via curbside service, among other bonuses. 

The Long Beach Nike Live location targets its community with a hyper-curated selection of womenswear—-a category that has become a growing priority for the brand, with women being the focus of Nike’s 2019 'Just Do It' ad campaign. In addition, the store will have an extensive offering of community-based activities like Nike workouts through Nike Training Club and Nike Run Club, in-store pop-ups and a built-in network of sport partners in the area where local members can gain access, the brand said. 

Other special features include a Nike Sneaker Bar, offering over 100 pairs of lifestyle and performance footwear and providing options to shop in-store or pick up product reserved or purchased online. As a boost to Nike’s green image, the store is LEED-certified and features mannequins made with Nike Grind, Nike’s recycled factory material. 

In an effort to further embrace the local community, the Long Beach store front is decorated with a mural made by L.A.-based designer and illustrator Xoana Herrera. 

The Tokyo store, which marks Nike Live’s global debut, targets local shoppers by leaning heavily on digital enhancements. Nike by Shibuya Scramble allows for quick pick-up via fixtures located inside, and offers ship-to-store service. In addition, the store has partnered with the chat app ‘Line’ to allow customers to use live text support to ask questions and learn what products are in stock.

NikePlus members at both new locations can further access free gifts each month from NikePlus ‘unlock boxes,’ digital vending machines located inside NikePlus stores. Members can redeem their gifts by using their Nike app member pass. 

Both new locations opened to NikePlus members on November 1.

Nike first launched Nike Live with a pilot store in Los Angeles, opened in July last year. At Nike Live Melrose, the company tested and refined many of the special features now available at the Long Beach and Tokyo locations. 

“Nike Live is the result of a singular vision: to design the most locally-relevant experience out there leveraging digital with personal service,” said Cathy Sparks, vice president and general manager of global Nike direct stores and service.

“The success of our Melrose pilot has us so excited to expand this groundbreaking concept to new communities, with stores that offer our members convenience and the joy of sport in spaces built just for them.”