From local landmarks to hometown athletes, the design allows the local residents toВ feel represented in the space. Consumers are welcomed by an in-store community wall highlighting the store team and local partnerships, and design elements throughout the space also look to tell the story of the community. Nike Unite exists to serve and celebrate the people in each local community, andВ each store is designed to be a reflection of their heart and spirit. In NikeвЂ™s description of their new Nike Unite Retail concept: My thoughts were, вЂњIf they can reproduce this local loyalty concept within stores in every region while also leading the way with technology in store, Jimmy Jazz could be the biggest threat to every small chain and even the major chains. The store is so thoroughly integrated into the neighborhood that it feels like a part of the community as opposed to the sterile sameness of the Footlocker and Footaction across the street. There is a homage to Harlem inside of the store. Within the Harlem location the art inside was created by local artists. NikeвЂ™s CDO is Creating One Standout Brick and Mortar Store Chain | Jimmy Jazz Harlem вЂ“ ARCH-USA () Consider an older post from 2018 when I went to Harlem to visit Jimmy Jazz: This new Nike Unite Concept isnвЂ™t a вЂnewвЂ™ idea. Remember in 2017 Nike garnered 3xвЂ™s the amount of purchasing from consumers in their digital ecosystem. The initial data for Nike Live came from purchasing inside of the digital space owned by Nike. These more informed retail locations diminish the abundance of inventory and cater to what the area wants. Nike took data from the community (stores that sell its footwear) created pop-ups, harnessed more data and then made a decision to create Nike Live, Nike Rise, Nike House of Innovation. NikeвЂ™s Unite Retail Concept was formulated by the initial investment into Nike Live stores. This doesnвЂ™t happen by giving wholesale accounts more product, except in places where Nike doesnвЂ™t really want to beвЂ¦ like Cleveland, Mississippi or Lawton, Oklahoma (Hibbett Sports, your smartest play was opening stores in small towns). Nike is continuing to remove store accounts. Nike is opening nine locations during Covid-19 when other businesses are struggling. I know itвЂ™s uncomfortable to read a statement comparing Nike to a dialysis machine, but consider the quote above. At any moment, Nike could decide to look closely at the body and determine if dialysis is still required. At any moment, Nike could decide to shut off the machine.

IвЂ™ve written continuously that retail should really consider themselves as dialysis patients and Nike is the machine that cleans the body. If Nike wanted to ramp up store openings, they could. NikeвЂ™s latest retail concept opens at nine locations worldwide before 2021.

Nike unite