Nike Opens High-Tech, Immersive Store In Seoul, More To Arrive Globally

By Alexa Heah, 11 Aug 2021

Image via Nike

Nike has unveiled its second ‘Rise’ concept store, a 24,000-square-foot space in Seoul, South Korea. The store boasts personalized, data-driven features which are designed to create an unforgettable and interactive experience for shoppers.

High-tech elements of the store include a giant three-story screen, which displays real-time running statistics from the local community. There’s also a special RFID-powered table, where shoppers can compare different models of shoes before making a purchase.

Additionally, the Rise store includes a Sport Hub, where shoppers can find sporting events to participate in with the local Nike community. If you’re one to wear out your shoes easily, there’s also the City Replay service, which allows customers to repair worn Nike shoes and apparel on-site. Not to mention, the store also has The Huddle – a section allowing shoppers to participate in programs featuring Nike’s five key facets of fitness: movement, mindset, recovery, nutrition, and sleep.

Daniel Heaf, Vice-President of Nike Direct, told Input that the high-tech, interactive experiences the store offers allow shoppers to have a different experience each time they enter the store. He said, “Ultimately, we’re looking for this new kind of integration between physical and digital, where we can blur the boundaries, and consumers don’t see the channels at all. They just see the brand.”

Along with its futuristic elements, Nike is also bringing an eco-conscious approach to Rise. As part of a brand first, Nike will accept gently-worn apparel and sneakers, which it will recycle or donate to non-profit organizations. While this program is only being offered at the store in Seoul, the company said it’s planning to test and review it before expanding it to other retail locations across the world in the future.

This recycling program comes as part of Nike’s Move to Zero campaign, which promotes the brand’s sustainability and eco-friendly causes. “Sustainability is at the forefront of our consumers’ minds, and we’re thinking about broadening those services every day and every year,” Heaf explained.

If you’re experiencing FOMO for not being in Seoul, Heaf said shoppers can “be sure” that more concept stores will be launched globally. “The way that this store connects physical to digital is a game-changer,” he added.

Take a look at Nike’s latest concept store below.