Share on:. Email Location - Niketown. Send Location Information To: Send. Name :. No Yes 0. What type of location are you collecting? Create Cancel. Reservation ID:. Cancel Reason:. Select Reason. Cancellation Confirmation. On the third floor, treadmills offer runners the opportunity to not only try on shoes but try them out, with running specialists nearby to analyze gaits.
The fourth floor, once used for storage, includes an area where shoppers can design and personalize Nike products from shoe treads to materials and shoelaces. Nike also is taking a different approach with merchandising, grouping items by sport.
Lifestyle products, including bomber-style jackets, used to be displayed separately but now are meshed with the corresponding sport. For example, Bryant apparel is grouped alongside signature shoes. The rehab of the 50,square-foot store represents the Beaverton, Ore. With only 28 brand stores and outlet stores, Nike has to go big or go home, according to industry watchers. Competitor Adidas is growing its retail presence around the world, particularly in Eastern Europe and China, by opening more shops.
But Nike is focusing more on growing its wholesale business, selling through other retailers, Swinand said. Nike's renewed focus on the customer in its stores makes sense, retail analysts say. Other active-apparel brands have also taken the experiential approach, Wolff Olins' Vosper added, noting that active-lifestyle outfitter REI's Denver flagship has a climbing wall and allows customers to try out bikes.
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