Nike Live is a members-only store concept with a focus on mobile and a two-week merchandise rotation. Nike by Melrose in Los Angeles is the first iteration, but Nike has plans to expand it to new locations, starting with Tokyo.
Nike has labeled the store concept “incredibly successful” in past quarters and has already added elements of it to two separate flagships.
CEO Mark Parker faced tough seas this year as the company faced heavy critics about its culture, but the year was also marked with revived financial success in North America, which has been a tough region for the athletics retailer in recent years. Nike Live promises a new way to get loyal customers to come back.