New Nike Live concept store combines digital and physical retail

Athletic clothing and equipment company NIKE has announced that its new “Nike Live” concept store brings together both physical and digital retail services – include smart lockers which NikePlus members can use to pick up their reserved goods.

Located on Melrose Avenue in West Los Angeles, the Nike Live concept was “created in support of Nike’s efforts to unite digital and physical shopping experiences for its consumers, and to further personalize the NikePlus Member in-store journey”.

“Nike Live stores are specifically designed to be a service hub for local NikePlus members,” said Heidi O’Neill, President, NikeDirect, in a statement issued last week.

“We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community. As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”