Nike is pursuing the “next phase” of expansion with the first Rise concept in North America

A quick dive:

• In an extension of the Nike Rise concept, the athletic retailer opened a Nike Aventura store in Miami on Thursday. This is Nike Rise’s first U.S. store and “signals the next phase of the retailer’s North American expansion,” according to a statement emailed to Retail Dive.
• At Nike Aventura, the brand will feature Sport Pulse, a digital storytelling platform that has become a feature of Rise stores. The screens display local sports, cities and athletes, including from the retailer’s Nike Training Club and Nike Run Club apps, as well as local sports content.
• Nike Aventura will also feature The Sport Hub, where shoppers can return items, pick up their online purchases, scan items for product information and use their SNKRS Pass, according to the announcement.

Dive Insight:

Nike adds the first North American location to its Nike Rise portfolio with the unveiling of the Nike Aventura. Retailer too there are Rise stores in SeoulSouth Korea and London, and tested the concept in Guangzhou, China in 2020.

The Miami store mimics other locations by offering features such as a Nike By You space where shoppers can purchase custom sneakers and apparel. Nike noted in its announcement that the Nike Aventura location in Miami has the largest retail space for bras and leggings of any store in North America.

“We are increasing our investment in all aspects of our retail business to increase access to sports and inspire, connect and serve athletes through curated digital and physical experiences,” David Kelsey, vice president of North America Stores, said in a statement. “Digital drives everything from consumer insights, store design, online offline services, in-store fitness and training through our digital app ecosystem, and our aim is to create a differentiated, digitally enabled retail network for seamless shopping and fitness. of travel for our consumers in our market.”

Nike Rise is just one of a number of digital store concepts Nike has rolled out over the years. In July, Nike opened its first Nike Style store in Seoul, which focused on gender-agnostic products ranging from fleeces and tops to shoes and accessories. As in Miami, the store featured tech elements such as QR codes that unlocked augmented reality experiences and a content studio.

The company’s Nike Live format, which personalizes the product at the neighborhood level, has also expanded over the years. Last year, the company opened a Nike Live store in its hometown of Eugene, Oregon, a new product line drops every three weeks. Nike has Live stores in cities like Los Angeles, New York and Tokyo.