Nike's concept store is heading to Birmingham's Bullring

Global sportswear giant, Nike, is set to open its first ever ‘Nike Rise’ concept store in Birmingham at Hammerson’s Bullring & Grand Central, providing local sports enthusiasts with a series of new and innovative digital experiences and services.

The new store, which will open later this year, is located at the gateway to Bullring and just metres from the iconic steel ‘Bull’ and will reflect the Rise concept’s success across Asia and the US.

The concept aims to empower athletes to make sport a daily habit, supported by digital services. This opening marks the second Nike Rise store in the UK and the first outside of London. Last July, Westfield London opened the first.

The 13,000 sq ft space will feature several dat-driven interactive tech elements to Birmingham’s customers. It will also host local events for members including run clubs and in-store workouts.

Toby Tait, Director Asset Management at Hammerson, commented: "This high-profile signing is yet again a clear sign of the value brands see in Bullring; its importance to the UK market and to all the people who live in, work in, and visit Birmingham.

"We are always looking to introduce new and exciting concepts across our portfolio, and Nike Rise is a great example of how we can combine a community focus with retail innovation here in Bullring."

This comes after a slew of global brands have signed to the Bullring in the past few months. In June, Fashion giant Inditex boosted its presence at the shopping centre to 76,000 sq ft by adding Bershka and Pull&Bear to its existing lineup of not one, but two Zara stores.