When considering Nike, many are quick to think of the new product offerings the Swoosh presents year after year. However, another key element of its business model is the direct-to-consumer pipeline. Over the years, Nike has looked to innovate within this space with concepts such as Nike Rise and Nike Live. Now, it introduces Nike Style, blending traditional retail with a creative studio.
As Nike's latest retail concept, Nike Style offers floors of seasonal product and locally curated collections that is organized in gender-agnostic zones of fleece, tops, footwear, accessories and more. Beyond that, a key focus of the project is encouraging consumers to express themselves. The Content Studio allows for the community to develop pieces for their own social media channels with customizable backdrops. Additionally, augmented reality experiences are included via QR codes, connecting consumers to product innovation and surrounding art installations. Further emphasizing creativity, the Nike By You zone operates as an opportunity to personalize, create and upcycle existing items into one-of-a-kind pieces.
Debuting in Seoul's Hongdae neighborhood, Nike Style opens its doors to customers July 15. A second space will be opening during Fall 2022 in Shanghai and additional regional and international locations are set to follow.
In other Nike news, Dover Street Market London has launched an installation showcasing the Martine Rose x Nike Shox MR4.
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