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Nike Unveils New Store Concept

Called “Nike Style,” it features gender-agnostic product zones, a content studio and a crowdsourced facade




Courtesy of Nike

Nike has cut the ribbon on its new “Nike Style” store design in Seoul, South Korea.

The hallmark of the new concept is its gender-agnostic product zones for footwear, accessories, tops and other apparel categories. A separate Nike By You zone promotes sustainability by encouraging shoppers to “personalize, create and upcycle existing items into one-of-a-kind pieces,” a release says.

The store also offers a content studio for local creatives, product experts and shoppers to create content on their own social media channels with customizable backdrops. Additionally, QR codes throughout the store offer augmented reality experiences related to Nike’s product innovation.

Outside the store, the exterior facade showcases a collection of hand-drawn Swooshes from Nike Members in the surrounding community.

A second Nike Style location will open in Shanghai this fall. The sports apparel maker says it plans to bring the concept to additional countries in the future.


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