Nike is transforming the retail world. They are focusing their changes on the future. Boston is getting two new sports shops where two new retail programmes will play a major role.
Nike's new retail programmes
In 2018, the brand came up with Nike Live. This was a concept which was meant to be a hub for the local community. This concept was implemented in Los Angeles in the same year. This shop combined online with physical.
In 2020, Nike launched Nike Unite. With this programme, the American sports brand wants to bring the local population into contact with sport more often. In these shops, the products are curated by local people.
Nike in Boston
The two programmes mentioned above will play an important role in the new Nike shops in Boston. These two shops are part of the company's plan to expand their retail footprint through North America, Europe, Asia and the Middle East.
Nike already has three shops in Boston where they sell their products. These two additional shops will give them a large central position in the city. Nike has done research on their Boston customers. All these customers are interested in sports and have a high engagement with the physical and online retail possibilities.
Nike Unite Watertown
In August of 2021, the American sports brand Nike Unite opened Watertown in the west of Boston. This branch is almost fifteen hundred square metres in size. This concept is called by Nike themselves their most valuable destination for sports and product inspiration.
Nike Unite is a renewal of the outlet stores that Nike has in different cities. This concept is designed to celebrate the local communities and offer them what they need. Each shop is designed to reflect these communities.
Nike by Chestnut Hill
In addition to the Nike Unite shop that the sports brand opened in August, a Nike Live retail programme has also been applied. As this programme has been in place for some time, the brand has been able to draw conclusions from the consumer behaviour in these shops. This has allowed Nike to make adjustments to the service and experience.
In the Nike Live shops, the interior is changed more often. This gives you a different experience every time and it seems like you are walking into another shop. In addition, the product range and the combination with digital services change more often than you are used to.
The Nike by Chestnut Hill shop is inspired by the neighbourhood it is located in and is designed with women in mind. The clothes and shoes in this shop are curated by women in the area. In addition, the shop offers styling sessions for women and allows them to correctly measure their bra size.
Have you placed an online order and do you want to collect it in the shop? That is possible in the Nike Live stores. This retail programme has introduced the Swoosh Text. With the Swoosh Text you can get in touch with the shop by SMS and check if the pair you want is still in stock.
"Creating more personal and localized consumer touchpoints - both physical and digital - enables Nike to know and serve our customers better than ever before."Shannon Glass, VP of Nike Direct North America