In Pictures: Nike opens new Nike Rise concept at Westfield London
Sportswear and footwear giant Nike has opened a new store at Westfield London, providing local sports enthusiasts with a series of new and innovative digital experiences and services.
The new store is the latest expression of the global Nike Rise store concept, which aims to empower athletes to make sport a daily habit, supported by digital services.
Westfield London is the first Nike location in EMEA to launch its proprietary digital platform Sport Pulse, which enables real-time, responsive and localised sport stories. The LED screens at the entrance provide data-led storytelling which is informed by real-time sport moments in the city and Nike’s activity apps NTC and NRC, to inspire the athletes to move.
Nike's new store also features Inside Track Table, a RFID-enabled interactive footwear comparison tool. This allows consumers to receive reviews and real-time information of any pair of Nike footwear for more informed purchase decisions.
Consumers can also visit the Sport Hub, a service destination for connection and engagement. The store offers a wide range of O2O services such as Buy Online Pickup In Store (BOPIS), Digital Orders Return in Store (DORIS) and Scheduled Visits in the store. Nike members will also have access to a premium Nike by You personalisation experience at the store.
In a statement, Nike reaffirmed its commitment to "fostering a culture of diversity, equity and inclusion, where everyone can win". The new location is served by people from 15 nationalities who speak 43 different languages.
