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Nike opens direct-to-consumer retail store in US capital

27
Oct '12
Nike launched its first direct-to-consumer retail presence in the capital of the United States, bringing Nike’s multi-category brand experience to the historic Georgetown district of Washington, D.C. At Nike Georgetown, consumers will find the best Nike has to offer, including the pinnacle expression of Women’s product, services and programming.

The new three-story, 31,000-square-foot store reflects the Nike brand retail concept, offering a premium assortment of Nike Running, Training, Basketball, Football, Soccer and Sportswear with footwear, apparel and equipment for men, women and young athletes.

Women’s is highlighted at Nike Georgetown on the entire first floor, combining footwear, apparel and accessories from training, running and sportswear. It also features services and programming specific for female athletes, including bra-fitting, pant-hemming, head-to-toe styling, weekly Nike Training Club workouts and a women’s only Nike+ Run Club. Nike Georgetown will also welcome women to the inaugural Nike Women’s DC Half Marathon on April 28.

"We are proud to partner with the Georgetown community,” said Elliott Hill, Nike’s North America Vice President and General Manager. “Washington, D.C. has a rich sports culture and we look forward to inspiring and serving athletes of all levels.”

Nike Georgetown opens its doors today featuring a special appearance by the legendary former Georgetown Men’s Basketball Head Coach, John Thompson, Jr., who is celebrated inside the store. Consumers can also take part in the store’s inaugural Nike Training Club workout with Nike Master Trainer Marie Purvis, a 5K run, and a Q&A with Olympians Dawn Harper and Brandi Chastain.

Nike+ Run Club will kick off October 30 and take place every Tuesday at 6:30 p.m. The exclusive women’s run club gets moving November 1 and will gather each Thursday at 6:30 p.m. Nike Georgetown will also host a launch event for Nike+ Fuelband on October 31 and beginning Nov. 3, will offer Nike Training Club on Saturdays at 8:30 a.m.

Additional local elements incorporated in the store include: local high school logos/mascots incorporated into cash wraps; photography featuring local D.C. running landscapes; and a NIKEiD table created out of a local college scoreboard.

The new Nike Georgetown is the ninth Nike concept store of its kind in the U.S.  Other Nike brand concepts include stores in Santa Monica, California; Roosevelt Field in NYC; Scottsdale, Arizona; Mall Of America in Minnesota; Las Vegas, Nevada; Dallas, Texas; Portland, Oregon; and Chicago, Illinois.  Each Nike concept store is a premium, multi-category shopping experience with the continuation of the brand’s “Athletes Serving Athletes” initiative–hiring and training retail employees with a passion for Nike and supporting the needs of sport-minded consumers. 

Nike brand concept stores are also designed to optimize energy efficiency and incorporate recycled and reclaimed materials, like the repurposed sport flooring used throughout Nike Georgetown, wherever possible. Nike Georgetown is registered with the U.S. Green Building Council and is anticipating LEED Gold Certification.

Nike


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