Nike by Melrose, Los Angeles

Inspired by data-based insights about the fitness and fashion habits of the brand’s NikePlus members, Nike Live aims to be a responsive digital-meets-physical retail pilot that adaptively responds to the needs of customers.

The first store built around the Nike Live concept launched in West L.A. in July 2018. With data showing that Nike fans in the local area tend to be both runners and style-obsessed, the store’s products and services are tailored accordingly.

Informed by local trends and purchasing habits, Nike Live combines digital features with a unique physical environment to create the future of Nike retail.

Running tights and shoes are stocked based on local buying patterns – with certain product lines available all-year round rather than seasonally, and sometimes even exclusive to the store. To cater to busy LA lifestyles, products can be reserved ahead of time to be picked up from an on-site locker or the Shoe Bar.

Style-conscious customers can book an appointment with an associate to get help fitting or choosing a product, and can even reserve a changing room ahead of time. They can also text a service number for real-time help, or to pick up or exchange a product at a designated drop-off spot.

In a first for Nike, the stock refreshes every two weeks, and so too do the fortnightly freebies that NikePlus customers can unlock from a vending machine using an app. The rapid, targeted product changeover is an engaging way to encourage repeat visits.

Nike plans to roll out a slew of neighbourhood-specific locations in cities worldwide, with one in Tokyo rumoured to be next on the list.