Nike’s new ‘Live’ store opens in Fort Worth on Nov. 16. Here’s a look at new design
Nike brought its latest store concept to Southlake last week giving a glimpse of what its new Fort Worth store will look like at University Park Village. Nike Live has some major differences from a traditional Nike retail store.
The new location opening on Nov. 17 will look similar to the recently opened Southlake location with vibrant, colorful artwork decorating showroom walls and a members-only collection of athletic apparel and shoes. The new small-format retail concept has an increased focus on online and mobile app orders.
The store was designed to be a “lab-like space” for the athletic apparel company to test and trial new products and services.
“With the launch of Nike by Southlake and Nike by University Park Village, Nike continues to scale its retail growth across Texas to serve the sports marketplace of the future, which is digitally enabled, powered by Nike Membership, and has a sharp focus on serving Women,” the company said in a release.
Nike described the store format as “a digitally enabled brick and mortar shopping experience.” The company also described the Los Angeles location as a destination to “test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”
Retail and Leisure International said the new stores are “smaller in size and focus on localization and community, tailoring the assortment, design and community engagement elements of each store to what customers in the area most want.”
While Live stores will include men’s and women’s products, Nike said the new concept also has a sharp focus on women’s products and services, meaning the store will feature a wide selection of women’s shoes, sports bras and performance tops.
While Nike membership is free, shoppers must sign up to shop from Nike Live and receive online perks like free shipping and access to special shoe and gear collections. The store’s digital focus integrates Nike’s suite of apps (Nike App, SNKRS, NRC, NTC) in tandem with Nike Membership for a “digitally connected” shopping experience creating increased convenience and selection for customers, the company said.
The new store is at 1540 South University Drive, between Anthropologie and Talbots. Both the Southlake and University Park Village location feature colorful murals on the exterior of the stores commmissioned by graphic designers.
Nike announced plans to open 150 to 200 Nike Live locations across North America, Europe, Africa and the Middle East in June 2020, despite major losses in North America revenue that year.
Since then, Nike has rapidly launched new locations across the U.S. and internationally. Some of its latest locations opened throughout Southern California, New York, Florida and now Texas. The retailer currently has small-format stores open in Austin and Houston, but it’s unclear what other Texas cities will have a Nike Live. The chain also has locations in Tokyo and London.
Nike also has locations in NorthPark Center in Dallas, Legacy West in Plano and several factory and clearance stores across the metroplex.
The opening of Nike’s new University Park Village location will be celebrated with member 5K runs and exclusive gifts, the company said.
This story was originally published October 31, 2022 at 3:43 PM.
