Nike recently introduced Nike Rise, a first-of-its-kind store concept, in China’s Guangzhou as part of its digital transformation. It curates a one-to-one, personalised shopping journey that connects consumers to sport, their communities and one another. This destination transforms itself into a responsive, data-powered hub to inspire Nike members to move.

Nike membership connects people to exclusive shoes and gear, events, athlete stories and running and training programmes to help them reach their potential through Nike member rewards. Membership is free.

“Building on our history of serving our Greater China Members through new and innovative store concepts, we’re thrilled to unveil this first Nike Rise door in Guangzhou, a city that truly loves and obsesses sport,” said Cathy Sparks, vice president and general manager of Global Nike Direct Stores & Service, in a statement.

“Whether Members are connecting through the Nike App or joining in-store, they’re invited to experience a digitally-enabled journey at this Nike Rise door that links them to the energy and activity of the city, and unites communities across Guangzhou through the power of sport,” he added.

Using insights that Members have shared with Nike, as well as responding to real-time sports moments in the city, data will power the complete consumer experience in Nike Rise. That includes how a Nike member engages with the Nike App in store, and how the store looks, feels and flows throughout the shopping journey.

Among the new Nike offerings shoppers can expect to see in Guangzhou is Nike Experiences, a new Nike app feature, which turns the city into a digitally-enabled playground for members. Piloting in the city of Guangzhou, Nike Experiences will connect city members to weekly sport-minded activations designed to get them moving.

Members will also gain access to in-store workshops and events hosted by the city’s network of Nike athletes, experts and sport influencers.

Fibre2Fashion News Desk (DS)

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