Nike showed off its latest store concept in Southlake last week, previewing what its new Fort Worth store in University Park Village will look like. Nike Live has major differences from a traditional Nike retail store.
The new location opening Nov. 17 will resemble the recently opened Southlake location with vibrant, colorful artwork decorating the walls of the showroom and a members-only collection of athletic apparel and footwear. The new small-format retail concept puts more emphasis on online ordering and mobile apps.
The store was designed to be a “laboratory-like space” for the sportswear company to test and try out new products and services.
“With the launch of Nike by Southlake and Nike by University Park Village, Nike continues to expand its retail growth across Texas to serve the sports market of the future, which is digitally enabled, powered by Nike Membership, and puts the ‘focus on serving women,’ the company said in a statement.
Nike described the store’s format as “a digital physical shopping experience”. The company also described the Los Angeles site as a destination to “test services that can then be rolled out to other Nike stores, combining digital functionality with a unique physical environment to create the future of Nike retail.” .
Retail and Leisure International said the new stores are “smaller in size and focus on location and community, tailoring each store’s assortment, design and community engagement elements to what customers in the region want most”.
While the Live stores will include both men’s and women’s products, Nike said the new concept also emphasizes women’s products and services, meaning the store will feature a wide selection of women’s shoes, bras bras for sports and performance tops.
Although Nike membership is free, shoppers must register to shop on Nike Live and receive online benefits such as free shipping and access to special shoe and gear collections. The store’s digital orientation integrates Nike’s suite of apps (Nike App, SNKRS, NRC, NTC) in tandem with Nike Membership for a “digitally connected” shopping experience creating increased convenience and selection for customers, the company said.
The new store is located at 1540 South University Drive, between Anthropologie and Talbots. The Southlake and University Park Village locations feature colorful murals outside stores commissioned by graphic designers.
Nike announced plans to open 150-200 Nike Live locations in North America, Europe, Africa and the Middle East in June 2020, despite significant revenue losses in North America that year.
Since then, Nike has quickly launched new locations in the United States and abroad. Some of its latest locations have opened in Southern California, New York, Florida, and now Texas. The retailer currently has small-format stores open in Austin and Houston, but it’s unclear which other cities in Texas will have a Nike Live. The chain also has branches in Tokyo and London.
Nike also has locations at NorthPark Center in Dallas, Legacy West in Plano, and several outlet and clearance stores across the metroplex.
The opening of the new Nike University Park Village site will be celebrated with 5K runs for members and exclusive giveaways, the company said.
This story was originally published October 31, 2022 3:43 p.m.