One: Retail Stores Reflect the Vibe of the Communities They Serve—and Nike’s Vibe Too.
Nike’s lineup of store concepts—House of Innovation, Rise, Live and Unite—are designed to uniquely serve individual communities while simultaneously reflecting a different perspective of the company, from the showcases of HOI to Unite doors that are built based on the style and energy of the local scene. For example, in Seoul, the Nike Rise door has a City Replay zone featuring popular local products. In Brooklyn, New York, Nike Live by Williamsburg has colorful, offbeat artwork befitting the neighborhood’s art scene, and the store partners with Williamsburg businesses like Buddies Coffee and Northside Bakery to support local entrepreneurs. Nike believes that, even as digital shopping opens up a world of possibilities, stores are an essential part of bringing sport into communities, where products, services and experiences help encourage Nike shoppers to make sport a daily habit.