At Nike, their mission is simple: to bring inspiration and innovation to every athlete in the world. As the retail landscape changes, power brand Nike think smart about how to keep their customers engaged.
History of Nike Innovation
The first Nike House of Innovation: 001 was opened in Shanghai, followed promptly by the New York flagship 000. This year Nike House of Innovation Paris 002 gives customers and fans access to the next kind of retail experience.
In the last 25 years Nike has been exploring, experimenting and pushing the boundaries of how their customers experience shopping.
At Nike, we focused on what consumers were telling us and stayed true to our belief of serving them completely…We believed we could reinvent retail by making it experiential, by elevating the power of our brand and by bringing storytelling to shopping in a way that other retailers hadn’t done.
Heidi O’neill, President of Nike Retail
For the launch of the first House of Innovation in Shanghai Nike created moving image content for use across numerous applications throughout the store including a 4 storey high video wall, a custom Zoetrope installation and digital mannequin plinths. The videos tell the story of Nike’s design process from athlete insight and prototype testing through to the final product.
The store broke numerous Nike records for both footfall and sales during the opening weekend and attracted international press and social media attention.
The change of the retail landscape
‘Purpose’ has now become the buzz word for retail. In an era where consumers can find anything they want with the touch and scroll of a thumb, it is more important then ever for a brand to have purpose in their retail space. This need shapes a new landscape for brands to step away from transactions and towards experiences.
Technology is changing the way people shop, with social media and augmented realities taking the lead. Brands are adapting to changes in order to get their products in front of their customer.
Paris Welcomes Nike House of Innovation
In July, Nike opened its third House of Innovation, 79 Avenue des Champs-Élysées in Paris. Avenue des Champs-Élysées is claimed to be ‘the most beautiful avenue in the world.’ Nike bought number 79, a building estimated at 83,000 square metres and includes 4,300 square metres of retail space for €613 million.
002 offers one of the largest assortments of Nike footwear in Europe. Nike Paris is the Swoosh’s latest proof point in its ongoing commitment to transform the future of retail, by offering unparalleled access to Nike’s best innovations, athlete storytelling and experiences.
002 reinforces four areas of focus: uniting shoppers to a global community of sport, serving women with our most innovative product and services, creating more opportunities for kids to get active and designing a more seamless end-to-end consumer experience.
“The strength of our digital portfolio combined with product innovation and amazing physical spaces, will connect members to the community of sport and to one-of-a-kind experiences, serving them in an incredibly personal way. We are so excited to bring Nike Paris to the city and to the world.”
Heidi O’neill, President of Nike Retail
If you are visiting any Nike House of Innovation, make sure to download the Nike app to get the full experience.
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