Whether it be through elements of the brand such as
Nike Unite is predicated upon the idea of connecting consumers found within their local communities through sport. This entails more personalized experiences both in-store and through digital, store designs that are tailored to each city via fixtures that display city-specific landmarks and hometown athletes, as well as specially-curated products on the retail floor. Furthermore, this initiative will also be committed to hiring folks who reside in these local communities.
Currently, Nike Unite has opened doors in Namyangju (South Korea), Portland, East New York, San Antonio, and East Kilbride (UK), and has plans to soon open for business in Chicago, Atlanta, and Beijing.
Given that this project is heavily focused on tapping into specific markets, it can also be argued that these types of activations — along with the effects of COVID-19 — are causing local mom and pops sneaker stores, which may well have inspired the Unite concept, to shut down as many are gradually being stripped of their Nike accounts to make way for the Swoosh’ DTC operations.
For other news related to Nike, a closer look at the forthcoming PEACEMINUSONE x Nike Air Force 1 Low “Para-noise 2.0” has emerged.