The premise and structures of “retail” are changing. With the convenience of online shopping and quick in-store pick up, brands like Nike are turning the tables and revolutionising the way we shop. In a Nike first, the sportswear giant is testing out its first custom store, inspired by the people of Melrose.

Credit: Nike

Based on data provided by NikePlus members in Los Angeles as well as digital commerce data, Nike has pinpointed the style and needs of its users and has created a store specifically to those customers. “They are running and style obsessed. They love basketball and are on the competitive side. They’re sneaker heads and visionaries.” said Nike in an online statement.

In response, and on top of providing a selection of best-sellers and essential Running, Training and Sportswear product, the Melrose store will stock city-specific styles. The store will be refreshed bi-weekly.

As we are taken through a virtual tour of the new space, the store will feature a sneaker bar making trying on and buying footwear quick and easy and a dynamic fit zone where Nike Experts can offer styling tips and a Nike Trial Zone (with a treadmill). NikePlus members will also be able to redeem product or rewards by using their member pass at the NikePlus Unlock Box.

The store will open its doors from July 12, at 8552 Melrose Avenue in West Los Angeles. Nike by Melrose is the first concept store and if proved successful more neighbourhoods will see these stores all over the globe, including Tokyo, next Spring.