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Nike Unveils New East Los Angeles Community Store

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Nike last week officially opened the doors to its new Nike East Los community store, located on Whittier Boulevard in the heart of East Los Angeles. The location is the latest community store opened by the performance brand, designed to unite local communities through sport, serving as a catalyst for positive change in the neighborhoods they are located.

“Community stores are an important part of our retail strategy in North America and build on a 20-year history and commitment to deepening our community connections around the world,” said Christiana Shi, Nike president of direct-to-consumer, who joined the store opening.

All community stores aim to hire at least 80 percent of store employees from within a five-mile radius of the store. The East Los location has already exceeded this target.

To celebrate the opening, Nike enlisted the help of Mexican soccer player Giovani dos Santos Ramírez who took questions and joined in on a game of futsal on McDonnell Avenue, which had been turned into a pitch for the occasion.

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