Nike blurs physical and digital lines with Nike Style store

Nike has opened its latest store concept, Nike Style, in Seoul, South Korea.

The company describes it as a “remixed expression of sports retail culture that blurs the line between physical and digital.”

Nike Style stores feature “gender agnostic lifestyle product zones” for certain clothing, including fleece, tops, footwear and accessories.

A second location will open in Shanghai during the autumn. The concept will then expand into other countries.

Customers can shop floors of seasonal product in addition to locally curated collections.

The first store is located in the Hongdae neighbourhood, known for its art, music, dance, and fashion culture, surrounded by local shops, clubs and entertainment.

Nike Rise, meanwhile, bridges digital and physical to create immersive store experiences, along with Nike Style.

A key focus is on offering “unique digital physical spaces for consumers to express their personal style together”.

A content studio for local creatives, product experts, and shoppers opens up space for the community to create content on their own social media channels with customisable backdrops. 

Throughout the store, QR codes offer augmented reality experiences related to product innovation and surrounding art installations. 

Nike Style delivers other community experiences like Nike By You workshops and SNKRS Lounge events for Nike Members celebrating local sneaker culture.