Nike on Friday opened a new concept store in Seoul, South Korea.
According to the Beaverton, Oregon-based sports brand, the new store, dubbed “Nike Style,” serves as a “remixed expression” of sports retail culture that blurs the line between physical and digital experiences.
Located in the city’s Hongdae district, known for its art, music and fashion culture, Nike said the new concept will offer gender-neutral zones for fleeces, tops, shoes and accessories, as well as other “style-oriented” and local products. curated collections.
A primary focus of the new Style store is how it provides unique digital-physical spaces for consumers to express their personal style together, Nike said. The store will include a studio where local creatives, product experts and shoppers can create content on their own social media channels with customizable backgrounds.
Additionally, QR codes throughout the store will provide augmented reality experiences related to product innovation and even surrounding art installations. The Style door offers other experiences, such as Nike by You workshops and SNKRS Lounge events for Nike members.
“The Hongdae neighborhood has a strong relationship with the sneaker community and neighborhood retailers,” Nike said in a press release. “With the Style retail concept, Nike is helping to expand the openness of sports retail culture by continuing to blend physical and digital experiences.”
The Nike Style concept is destined to develop both regionally and internationally. A second Nike Style gate will open in Shanghai in the fall of 2022. After the first gates in Korea and China, the company said the Nike Style concept will expand to other countries in the future.
The planned store addition in Shanghai comes months after lockdowns in the Chinese city and other key areas placed the country at the center of COVID challenges. These temporary closures forced the company to focus on conversion rather than in-store traffic. Online, the team fueled business with experiences, content and livestreams across its e-commerce platforms – all elements of its enterprise-wide 2020 pandemic playbook .
Despite these challenges, Nike is strengthening its connection with Chinese consumers through its membership program on Alibaba’s Tmall platform and fueling its growth through the Nike app and SNKRS.
“Our consumers are engaged through social platforms, live streams, e-commerce and digital stores,” Angela Dong, vice president/general manager of Greater China at Nike, told FN in a May interview. “They demand the connected experience.”