Nike Debuts Community-Centric ‘Rise’ Store Concept in China
Capitalising on the anticipated consumer-pulling power of post-Covid community connections, Nike has opened the first outpost of its newest trailblazing store concept, Rise, in Guangzhou, China. ‘Responding to the pulse of sport in a member’s city’, the data-reflexive store will be powered by Nike ‘member’ (app users) insights and real-time sporting moments from Nike-backed events across Guangzhou.
The ‘Rise’ concept is a blend of Nike’s small (4,500 sq ft) neighbourhood Nike Live format, a store that uses real-time data on browsing, buying and local events to stock the shop bi-weekly – see Data Reflexive Flagships – and its supersized (68,000 sq ft) Houses of Innovation in NY, Paris and Shanghai that boasts a plethora of app-powered features. It echoes both their app-oriented self-service innovations, creative focus and the twinning of physical and digital touchpoints.
Here, Nike is using a new feature on its free Nike Experience app to turn the city “into a digitally enabled playground for members” giving local fans access to weekly sports activities, in-store workshops and events such as weekly basketball games and football matches. All are hosted by Nike-affiliated Guangzhou-based athletes, experts and influencers based in the city.
Upon entering the 22,000 sq ft store, member-fans will receive notifications of local events and new in-store features. They can also use the app to scan any product’s bar code to learn more about the item, try it on, check its availability and place an in-store or online order. The store also includes a Nike By You personalisation bar, where visitors can choose designs inspired by the city’s sporting culture.
Small, or at least smaller, is something Nike is certainly betting on – it’s planning to open around 200 small format stores, similar in size to its Live store, in the next two years. The store opening are part of Nike’s plan to have greater control over its distribution, wresting control over brand equity and pricing back from third party distributors.
For more on how brands are harnessing the newly rejuvenated power of community, see our Community + Commerce Spotlight, publishing September 30.