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Nike Opens Biggest Basketball-Focused Store in China

Nike took its love for sports a step further by opening its largest basketball-focused store in China. The Nike and Jordan Basketball Experience Store opened Friday in Beijing.

From New York, to Miami and now Beijing, Nike continues to make strides in expanding immersive experiences for consumers. The 6,500-square-foot Beijing store resides in the EC Mall, a popular shopping destination.

“Our new Nike and Jordan Basketball Experience Store demonstrates Nike’s commitment to the sport and culture of basketball in China, and how we’re continuing to lead the future of sport retail,” said Dennis van Oossanen, Nike VP of greater China direct to consumer. “This store offers some of the best Nike and Jordan performance and lifestyle basketball products, services and experiences in one location.”

The store’s Trial Zone stretches almost a half-court and has an adjustable hoop and a digital video screen. The area is powered by a gaming engine that gives users real-time on-screen feedback for nine minute drills guided by trained athletes in-store.

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Making the store even more immersive, Nike offers an instant customization area that gives consumers the choice to personalize shoes using NikeiD.

The new Beijing store strives to create a streamlined experience across digital and physical platforms.