Nike’s first Rise store concept in EMEA has debuted in London and is aimed at connecting real-time shopper data with unique in-store experiences.

Nike’s new Rise store concept, Nike West London, spans 17,000 sq ft across two floors and replaces the brand’s existing store in Westfield London.

The store is armed with a host of tech-enabled interactive features, including sneaker walls that spotlight live stats about some of the brand’s most popular trainers, such as the number of minutes ran in a certain model of footwear by London-based Nike app users.

A digital wall at the entrance of the store also breaks down running stats – as well as other exercise statistics – of London Nike app users by borough and updates in real-time. 

Nike West London also features an Inside Track table, which uses RFID technology to allow shoppers to get information about any trainer they place on the table, such as customer reviews and the types of exercise best suited to a particular shoe.

Shoppers can get a further level of personalisation by scanning their Nike app on the Inside Track table, which can then tell them how suited a particular model of trainer is to them based on their exercise habits and previous purchases.

The store also features a Nike by You personalisation station, which allows shoppers to repair existing purchases, as well as embroider and add patches to T-shirts that can only be purchased in that branch.

The store sells products across Nike’s menswear, womenswear and kidswear lines, as well as having a section dedicated to its Air Jordan ranges, and the staff working across the branch – store athletes – represent 15 nationalities and speak 43 different languages.

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