World’s first Nike Style store opens in Seoul

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Photo from: Inside Retail Asia

By Inside Retail Asia

Nike has introduced its latest retail concept, Nike Style, with the first store opened in South Korea, to be followed by more across multiple international markets.

The Nike Style concept store is located in the bustling Hongdae neighbourhood, which is known for its art and fashion culture. Gender-agnostic zones are featured throughout the store for fleece, tops, footwear, accessories, and other style-led collections. The new retail concept is expected to “expand the definition of sport” that blurs the line between physical and digital.

The store houses a content studio with customisable backdrops for local creatives, product experts and shoppers to create content for social media. Customers can scan QR codes for AR experiences related to product innovation and even the surrounding art installations. The store also offers Nike By You workshops and Snkrs Lounge events for its members.

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