How can a shop bring a neighborhood together? Nike wanted to make a new kind of store on Melrose that rewarded members in LA. So we thought: what if this could be a living, breathing neighborhood shop that not only rewards local members, but grows with them?
Nike by Melrose is a “smart” store that uses locals’ data to break down the barriers of retail. It’s a brick and mortar with the nimbleness of disruptive online retail. With personal rewards for hitting goals, and a bi-weekly changing inventory dictated by shifting workout habits in the area, every visit to Nike by Melrose is different, making it a recurring destination for the people in the area. The shop also offers a 1:1 line of communication with the store manager, Nike coaches who can help tailor your workout depending on your goals, a locker for members stocked with curated new products they might like, curbside returns, and unlockable vending machines, to name a few.