Nike’s new store in Miami Beach is not your average beach shop.
The 31,000-square-foot store opened Thursday, bringing Nike’s new immersive retail concept to the heart of the City of Miami Beach’s shopping district. The two-story store offers a range of personalized services throughout the space and a host of benefits to Nike+ members.
“Once again, we’re demonstrating how we are leading the future of sport retail,” said Heidi O’Neill, Nike president of global direct to consumer. “Nike Miami offers some of the best products, services and experiences under one roof.”
Interactive features include a digital Nike+ Running Trial Zone and immersive Nike+ Soccer and Nike+ Basketball Trial Zones where shoppers can try out gear. For women, The Lounge offers a dedicated space with a treadmill, enhanced fitting rooms and personal styling service. Consumers can also consult with certified store experts and connect with other consumers during in-store programming with local trainers and nutritionist.
Nike+ members can also unlock premium services and benefits, including the ability to book a 1:1 appointment with an expert, invitations to events and sessions and easy receipt-free returns via their Nike+ profile.
Nike has been stepping up its game in retail innovation. This month, Nike debuted augmented reality in its Paris store for consumers to use to customize sneakers. In November, the brand caused stir of interest in its brand-new Soho flagship, which boasts Trial Zones and an instant personalization studio.