Nike (NYSE:NKE) opened another unique concept shop in Seattle to showcase its innovative products and personalized services.
The technology-driven store includes a treadmill in the shoe department for run-gait analysis, sports bra fitting experts, and consultants for pants-hemming and personal styling. The store also offers a social aspect with weekly beach runs—complete with a water taxi service, Media Post reported. Not to mention, the store is outfitted to enable transactions in-store and online through a single mobile transaction.
The opening of the Seattle store follows other recent Nike launches, including three brand experience stores just for women, one in the U.K., and a remodel of its Santa Monica, California, store to be more women-friendly. Last month, Nike also opened its first-ever store in a college town, less than a mile from the University of Alabama.
The Community Store concept, which is focused on partnering with local organizations to create a healthy community, also expanded this year.
Nike has recently increased its efforts to sell direct-to-consumers. Store count jumped from 768 last year to 832 today. The athletic company also posted a 16 percent jump in same-store sales in fiscal 2014.
However, nothing is more powerful right now than Nike's e-commerce unit, which was up 59 percent last year, crossing the $1 billion threshold for the first time and clocking in a record-breaking 70 percent sales increase for e-commerce in one quarter. Combined, direct-to-consumer sales rose 25 percent last year to total $6.63 billion.
Some of Nike's recent success can be attributed to its brand popularity among millennials, as it continually ranks No. 1 among consumers ages 18 to 34.
-See this Media Post article
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