Nike by Melrose

Nike has developed Nike Live, a new store concept that is inspired by, and built as, a hub for its local NikePlus members. The first one, Nike by Melrose, opened its doors at 8552 Melrose Avenue in West Los Angeles.


The new 4,557-sq.-ft, single-level, cross-category Nike store is powered by the insights and engagement of thousands of NikePlus members across five zip codes in Los Angeles. The data-driven and curated store is a uniquely curated home for NikePlus Members and the style, sport and speed-obsessed consumers of the city.

Research into the insights and behavior of NikePlus members in Los Angeles shows that they are running and style obsessed. Therefore, on top of providing a selection of nike.com best-sellers and essential Running, Training and Sportswear product, Nike by Melrose offers city-specific styles — all of which is determined by Nike digital commerce data (things like buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want when they want it. That means new apparel, footwear and accessories — again, all specific to LA's needs regardless of Nike's broader seasonal priorities — will fill the store on a bi-weekly basis (a Nike first) and sometimes even exclusively.


The store operates like an experimental digital-meets-physical retail pilot and was created in support of Nike's efforts to unite digital and physical shopping experiences for its consumers, and to further personalize the NikePlus Member in-store journey.

The store features several services that blend digital and in-store experiences. For example, NikePlus members or customers can reserve a product online and have it placed inside an in-store digital locker. They could then visit the store, unlock the locker, try on the product and have the option to buy it. Another feature is called Nike Express Sessions where a customer can book a one-on-one 30-minute appointment with a Nike team member, who could provide advice on athletic wear, fitting and even let the customer try on shoes and test them out on the in-store treadmill.


Nike App at Retail, which made its debut in March, is central to the new concept shop. Through the app, loyalty members can reserve products for pickup at smart lockers, shop for products, scan bar codes to learn more about specific items and earn rewards.

Members shopping at the new Nike by Melrose store can also redeem special "unlocks" at a digital vending machine every two weeks, which dispenses an array of exclusive products (NikePlus Unlock Box).


The primary destination in the store, the Nike Sneaker Bar, offers a unique and fast shoe buying experience, with a mix of style-minded and performance footwear available. Once arriving at the centrally located Nike Sneaker Bar, consumers are greeted by a store athlete with elevated footwear training. The consumer can get any footwear questions answered on-the-spot, request their favorite shoe(s) and then after quickly receiving the pair, can try on and checkout.


The Dynamic Fit Zone has a lounge to relax in, rooms where Nike Experts can offer styling tips and a Nike Trial Zone (with a treadmill) to really put product to the test in. Bookable through the Nike App, Nike Express Sessions will also be hosted here to provide elevated one-to-one service to consumers in just thirty minutes.


Returns, exchanges or purchases are made easy with Curb Services at Nike By Melrose. Using Swoosh Text (an SMS messaging system between the shopper and the store), consumers can simply text the store, pull in, grab or return goods, and get going.

Other features:

• Swoosh Text: Consumers can enjoy a two-way conversation through SMS messaging with a 'store athlete,' enabling faster, better and more personalized service.
• Reserve: Using the Nike App, Members can reserve product to be held for them at the store. Consumers can shop the product they want in the Nike App and then complete their purchase with an in-store athlete.
• Retail Home: When entering Nike Live, Members will gain access to an array of new features and content via their Nike App homepage.


The Nike by Melrose exterior mural also has ties to Los Angeles as it was designed by artist and illustrator Bijou Karman, an LA native whose work reflects the unique mix of nostalgia and flora that comes along with the California landscape. With inspiration from the diversity of Angelenos and the style of the neighborhood, the Nike by Melrose store mural is a reimagined walk through a typical day in LA. The mural, titled "Sunsets on Melrose," showcases these characters shopping, taking part in sport, and experiencing local offerings in one incredible scene, all against the backdrop of a classic LA sunset.

full report "nike by melrose", los angeles