New Nike Live Concept Store Unites Digital and Physical Retail

Nike Live New Concept Store by Nike by Melrose Exterior

Nike by Melrose is a service hub for NikePlus Members in Los Angeles

NIKE opens its newest store concept, Nike Live, on Thursday, 12 July as Nike by Melrose: a 4,557 square foot, single-level, cross-category Nike store located at 8552 Melrose Avenue in the heart of West LA.

Powered by the insights and engagement of thousands of NikePlus members across five zip codes in LA, the store is a uniquely curated home for its members and the style, sport and speed-obsessed consumers of the city.

“Nike Live stores are specifically designed to be a service hub for local NikePlus members. We are thrilled to open the concept store and bringing the best of the brand‘s 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 stores, combining digital features with a unique physical environment to create the future of the brand’s retail,” said Heidi O’Neill, President, NikeDirect.

The store’s concept was created in support of the brand’s efforts to unite digital and physical shopping experiences for its consumers, and to further personalise its members’ in-store journey.

The location and the product assortment of the store was selected using insights gained from member activity and buying patterns across the brand’s suite of digital touchpoints (, the Nike App, the NTC, NRC, and SNKRS apps).

The store features a number of digitally-led, premium service offerings, designed to match the neighbourhood consumers. When walking in the store, shoppers can make a first stop for service at the Sneaker Bar. There they can talk with an expert about the lifestyle and performance footwear available, request to try-on an item on the spot, purchase and go. This is the fastest shoe buying experience the brand offers.

The store also uses the brand’s new App at Retail service, allowing its members to reserve product to in-store Digital Lockers, scan product barcodes to learn more (i.e. product availability in nearby stores or online, and available colorways) and access new features and content in the App homepage.

Nike Express Sessions at the store offer bookable appointments for NikePlus Members through the Nike App. The sessions are designed to provide one-to-one personal service to consumers within thirty minutes and will largely be hosted in the Dynamic Fit Zone. This area is outfitted with a lounge, fitting room, space for alterations on pants and tights, bra fittings, and Nike Trial Zone for trying out shoes on the in-store treadmill.

The store’s exterior mural also has ties to Los Angeles as it was designed by artist and illustrator Bijou Karman, an LA native whose work reflects the unique mix of nostalgia and flora that comes along with the California landscape.

With inspiration from the diversity of Angelinos and the style of the neighborhood, the store mural is a reimagined walk through a typical day in LA. Titled “Sunsets on Melrose,” the mural showcases these characters shopping, taking part in sport, and experiencing local offerings in one incredible scene – all against the backdrop of a classic LA sunset.

Nike was a four-time global winner of the World Branding Awards in the Sports-Retail category.