This Innovative Long Beach Nike Store Is Only One of Three Worldwide
Written By: Nicole Jeffries
Photography Provided By: Nike Live Long Beach
As companies feel the pressure to offer up new concepts, Nike hits a home run with their newly launched, personalized and innovative approach to an old-school retail model. Brick-and-mortar storefronts have been considered by many to be outdated and limited, yet Nike challenges this notion and breathes new life into the retail game with their select “Live” stores.
Nike launched its first Nike Live store on Melrose in Los Angeles last year. For 18 months, neighborhood occupants were studied on their buying patterns, experiences and engagement. From the data collected, Nike then curated a personalized storefront––unique in inventory, product placement and the overall design concept. The experiment was deemed wildly successful, and what started as a test run on Melrose led to the decision to expand globally with two more Nike Live locations––one in Tokyo and the other in Long Beach at 2nd & PCH.
Long Beach is a vibrant, diverse and active community that thrives on inclusion and cultivates self-expression. After carefully collecting and observing data, Nike By Long Beach focuses its store around community activities, women’s sports and the presence of locally inspired design. The store will also cater to the design-obsessed with a sneaker bar that has over 100 pairs of lifestyle and performance footwear.
Nike emphasizes the importance of human connection, providing customers the ability to schedule reservations with Nike team members for any questions or assistance they might need. Instilling connection and capitalizing on digital advancements serve as the foundation for a new way of offering a personalized approach to a once-limited model. Through the introduction of Nike Live spaces, Nike vows to offer a relevant and one-of-a-kind customer experience that honestly represents and celebrates different communities.
Nike By Long Beach
2nd & PCH
6440 E Pacific Coast Hwy, Ste 130
Long Beach, CA 90803
562.800.0137
