In pictures: Inside Nike West London – is this the UK’s most innovative store?

// Nike opens Nike West London in Westfield – a new innovative store connecting sport, London and athletes together
// The two-story, 17,000 sq ft store has been designed to get consumers moving and empowered

Nike has opened the doors to Nike West London in London’s Westfield shopping centre, which aims to create unique in-store experiences by using real-time shopper data.

The sporting giant said the new Nike Rise concept, its first in the EMEA region, “sets a new standard of retail and inspires the athletes in London, one of world’s most digitally connected markets”.

Nike West London is also the first Nike store to launch a new digital storytelling platform Sport Pulse, which enables real-time, responsive and localised sport stories.

The LED screens at the entrance provide data-led storytelling which is informed by real-time sport moments in London, while the store also features Inside Track Table, an interactive footwear comparison tool that allows shoppers to receive reviews and real-time information of any pair of Nike footwear with just the touch of a button.

The store’s workforce – Nike athletes – represent 15 nationalities and speak 43 different languages, with a bespoke pop up customisation desk featuring West London focussed Nike graphics created specially for the store by local artists.


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