Nike, the multi-billion dollar retail company has transformed the sports industry since its original debut in 1970's when they were formerly known as Blue Ribbon Sports. Today, the multinational corporation has flagship stores all over the world. As innovative as they are with their shoe and clothing brand, Nike does not hesitate to test the waters when it comes to brick and motor stores. Opening NikeTown, their first flagship store 25 years ago, their goal was to reinvent the retail space. 

However, with the recent opening of their newest flagship store in New York how is Nike attempting to change the way retail stores look, feel, and most importantly affect their consumers? Heidi O'Neil, President of Nike Direct, explains what the future of retail looks like for the sport enterprise. Nike Direct, a division within Nike focuses on three elements of Nike's consumer division: e-commerce, consumer relations, and digital Nike+ products. By approaching these retail spaces by deepening the consumer experience Nike is learning how to reshape stores to work for the ever evolving consumer.

O'Neil explains, "All the best retailers are moving toward experiential environments. But our competitive advantage is and always will be the joy of sport. I love retail that causes shoppers to think - Only here - when they walk in a store." In 2018 alone, Nike has opened more than 4 flagship stores all over the world. Nike Shanghai's House of Innovation, the first House of Innovation storefront, opened its doors this year. The new concept store allows for personalized and digitally connected shopping experiences. The four leveled, 41,150 square foot retail hotspot is located in the infamous Nanjing East Road shopping district. 

Nike's second House of Innovation store stands proud on New York's Fifth Avenue. Making its mark amongst the historic structures along the stretch of the city, Nike does not shy from making appearances. With its new House of Innovation, we begin to see the carved glass facade highlights these stores. The six-story structure is re-cladded with a specialized curved glass produced from a company based in Barcelona. The glass facade, exclusive to Nike stores, allows for an appearance of motion. Designed to embody the movement of athletes, this specific design detail is merely a facet to Nike's push for change the evolution of their stores.

Similar to the Shanghai stores, the interiors of the space allow for a merriment of physical and digital consumer interaction. "The space must be able to communicate with its city through people and digital services, inviting a conversation that’s synchronized to the customer. [...] Nike NYC introduces the Nike Speed Shop, an entire floor that uses local data to stock its shelves, and re-stock them based on what the community wants. "

Powered by performance and innovation, Nike is approaching their retail stores with the same driving force that propels them to the forefront of the sports industry. Many people have their qualms about Nike. Never shying from the press it receives, the brand and its design team are pushing the limits when it comes to experiential design.