Nike Unite concept
In recent years, Nike has been upgrading its experiential game both digitally and physically, successfully mixing the two through different concepts and formats. Nike House of Innovation, its flagship concept in key urban areas such as New York, Shanghai and Paris, is an immersive brand temple that seeks to redefine the retail experience. Nike Live is a small-format neighbourhood concept and Nike Rise concept -launched in July 2020- is improving the front of Instore Experience by making the digital enhancements while also serving as a platform for their customers' needs in sports outside the store. Adding to these innovative retail concepts, Nike introduces Nike Unite as an attempt to reflect the "heart and spirit" of the local community.
Nike Unite is the brand's newest core retail format focusing on the physical and digital shopping experience for local customers. The store also continues its path of reducing its channel partners by designing their spaces as "community centrepiece" and providing more valuable services and opportunities to the locals. That is why it offers "new in-and-out-store experiences rooted in serving people the most valuable sports destination in their community" and has been designed to connect locals more closely with sport.
Throughout the retail space, the store highlights its staff, local partnerships and the story of the community by including local landmarks and hometown athletes; the store is designed in such a way that the local residents feel represented. Each Nike Unite reflects what the community is interested in by its locally curated product range offer. The store features seasonal products and everyday essentials.
Another trend that has been rising in the retail industry is sustainable products and services. In the case of Nike Unite, the store offers reusable shopping bags and Nike Reuse-a-Shoe takeback service. Not forgetting their CSR that aims at contributing to local schools and nonprofits through the Made to Play program and the Nike Community Ambassador program, encouraging to children to stay active.
The Nike Unite stores are already open to the public in the following locations:
- Namyangju (South Korea)
- Portland, Ore. (United States)
- East New York (United States)
- San Antonio (United States)
- East Kilbride (UK)
Coming Soon:
- South Chicago (United States)
- Atlanta (United States)
- Beijing – Jingliang (China)
- Beijing – Jingzang (China)