Nike is bringing some features of its mobile app to life in a new Los Angeles concept store that can adapt to consumers’ changing tastes and demands in real time.
Nike Chief Digital Officer Adam Sussman said the interactive Nike by Melrose store, which officially opened its doors on Thursday, is the first of what he hopes will be a string of next-generation store launches. The second one will likely launch this fall when Nike cuts the ribbon on its new 69,000-square-foot flagship store based on New York City’s Fifth Avenue.
“We’re going to learn a lot from this store,” Sussman said about Nike by Melrose.