Nike is testing a chain of new shopping experiences called “Nike Unite,” which are tailored to local communities in select locales around the world.
- Each store will have unique decorations that represent the local culture, including a community wall that highlights local partnerships.
- Products will be specifically curated for the community alongside seasonal items.
Open U.S. locations: San Antonio, Texas, Portland, Ore., and Brooklyn. There are plans to open additional stores in Atlanta and Chicago.
Nike D2C outlook: Nike Unite is part of the company’s recent sales strategy push that focuses on creating more direct, personal relationships with consumers.
- In 2017, Nike revealed a plan to achieve 30% of sales through its physical stores and e-commerce offerings by 2023.
- In June, due to the COVID-19 pandemic, Nike announced the “Consumer Direct Acceleration,” a digital-first D2C operation that led to a major executive reorganization.
- Nike hit its 30% sales goal in its 2021 fiscal first quarter as digital sales skyrocketed 83% amid the pandemic.
Nike pulled its products from Amazon last year and reportedly informed several other major retailers — including brick-and-mortar chains like Dillard’s and Belk and online retailer Zappos — that it will stop supplying them with products.
