Nike Kicks Lounge
With its initial outpost in Shanghai circa 2013, Nike Kicks Lounge reopened in July 2018 in Omotesando, Japan with the next generation store experience, offering guests a unique set of products and services not typically found at traditional Nike retail destinations.
For starters, the product offering is curated by the store staff, offering streetwear’s most popular sneaker and apparel brands from the Nike family, including Jordan Brand, Nike SB, Nike Sportswear and Nike Running. In other words, the offering is curated to the local streetwear crowd, by the local streetwear crowd.
The store also offers a series of services, including garment tailoring and a customization experience that allows for over 30 different unique designs, including an assortment of Nike’s original designs and logos.
“The style-led and curated approach at Nike Kicks Lounge Omotesando purposely blurs the lines to support consumers’ preference to uniquely express themselves,” says Cathy Sparks, VP/GM, Global Nike Direct Stores.
What You Should Take Away:
1. Nike is putting greater emphasis on the local curation of it’s best products for the local communities it serves, supported by consumer experiences that position the store as a destination.
2. The space is constantly changing, from new apparel and sneaker offerings, to the art & design of the space, which is updated in collaboration with local artists representing the city.