Nike Nearing the Finish Line

Nike Inc. (Beaverton, Ore.) and The Finish Line Inc. (Indianapolis) have opened a new retail concept called Finish Line Ltd, aimed at the niche market of runners and athletes in training.

The 4500-square-foot store opened earlier this week at the upscale Chandler Fashion Center near Phoenix. It targets high-school athletes aged around 17, with products from various manufacturers. Nike helped pay for its design and fixtures. Finish Line will operate it.

For Nike, the world's largest maker of athletic shoes and clothing, the venture is the second in a series of co-branded concept stores designed to raise its profile among target groups while helping to boost sales through its retail chain customers. In November 2007, it opened the basketball-based House of Hoops store in the Harlem section of New York, run by Foot Locker Inc. (New York). Nike brand president Charlie Denson has suggested that a new retail venture focused on soccer is soon to debut.

“This is another way we look at expanding the marketplace, going deeper into the consumer types as opposed to trying to be a little bit of everything to everyone and in the end not being enough of anything for anybody,” Denson told Reuters.

Finish Line Ltd. is divided into three sections for running, sport style and training. It features an exclusive assortment of Nike performance and sports culture footwear that reflects that color of local high schools in the greater Phoenix area. The same colors are also in the Nike Pro apparel offering, enabling shoppers to customize Nike Pro apparel with their own high school sport, name and number.

The store offers in-store demonstrations of product by trained running sales associates. Customers can also use Nike products for test runs.

“This new store will serve young athletes who have a passion for running and training,” said Denson. “We're partnering with Finish Line to offer a higher level of service, a deeper connection to the local running community and a strengthened product assortment. It's part of our long-term strategy to elevate the marketplace, create energy at retail and connect with consumers in our core categories.”

Finish Line ceo Alan Cohen told Reuters the company will monitor the store's performance through the Christmas season and then determine whether it should be expanded.