Nike opened its third Live store in New York City, this time bringing its small-format concept to Brooklyn.
Nike by Williamsburg is the athletics giant’s latest gate to open in the Big Apple, and its 12th to use the Nike Live concept. Located at 81 N. 6th St., the store – which the brand says is an iconic example of Nike Live – spans two floors and consumes 6,000 square feet of retail space.
Much like other Nike Live stores, the Williamsburg location is inspired by the region and tailored to the local consumer. The store is digitally enabled, making it an ideal destination for the Nike consumer who is interested in its apps, such as the Nike App, Nike Running Club and Nike Training Club.
In-store convenience services include online purchase, in-store pickup, and digital return-in-store orders. Additionally, shoppers can connect with a store employee through Swoosh Text, an SMS messaging service accessible via SMS (646) 225-6537 that allows them to check inventory, request product recommendations, and more.
“Williamsburg is a vibrant community that is fueled by both lifestyle and performance. From consumer insight, we know our Williamsburg consumer is very engaged with our apps such as Nike Running Club and Nike Training Club. We also know that there are large concentrations of buying members in Williamsburg, ”Shannon Glass, vice president of Nike Direct North America, told FN. “With this information guiding our store strategy, we wanted to create a Nike Live store specifically for the Williamsburg customer to meet their specific needs for Nike products and services. “
The door also emphasizes catering for women. Nike said its footwear and clothing offering is popular with women in the neighborhood, and the store will offer services such as one-on-one bra fitting and styling sessions.
And for the first time in a Nike Live store format, the second floor will feature gender-neutral models, which also includes a gender-neutral clothing section with extended sizes.
“We position our Live stores as living retail labs that continually evolve our product and service offerings to meet the changing demands of the neighborhoods in which they are located,” said Glass. “Our Nike by Williamsburg consumer values an inclusive shopping experience, so we’ve introduced a section in the store featuring neutral clothing and gender-neutral models. Nike is committed to promoting a culture of inclusion and our stores reflect our brand values. “
Beyond its own product, Nike by Williamsburg has also entered into several partnerships with local businesses. For example, it’s aligned with food and beverage companies Buddies Coffee, Northside Bakery, and La Bicyclette Bakery, and fitness-focused partnerships include Heal Haus, Y7 Studio, and Grind House.
“Nike Live stores are designed to serve as sport and wellness hubs that bring the neighborhood together. For Nike by Williamsburg, we’ve partnered with companies that share our commitment to bringing sport and wellness to the community, including Heal Haus, Y7 and Grind House. In terms of our restaurant partnerships – Buddies Coffee, Northside Bakery, and La Bicyclette Bakery – we wanted to support local businesses in the neighborhood while delivering goodies that our Williamsburg consumers love, ”said Glass.
The store is open Monday through Saturday from 11 a.m. ET to 7 p.m. ET and Sunday from 12 p.m. ET to 6 p.m. ET.
The new storefront is part of Nike’s plans to expand its business footprint in North America and Europe, the Middle East and Africa. In his fiscal fourth quarter earnings call in June 2020, Nike Inc. President and CEO John Donahoe revealed plans for 150 to 200 single-brand stores, which would be small in size and digitally compatible, and “Would accelerate the growth trajectory of Nike’s biggest market share opportunity.” , such as womenswear and apparel, generating long-term profitability. “
Nike by Williamsburg joins two other Nike Live stores in New York: Nike by Upper East Side and Nike by Flatiron.