There's a new retail concept store in Seoul from Nike called Nike Style and with it, the global sportswear giant is aiming to "expand the definition of sport." The phygital destination blurs the line between digital and physical spaces and it offers an engaging experience for shoppers with QR codes, augmented reality, art installations and even a content studio so that local creators can generate content for their own socials.
Notably, the store features a gender-neutral zone for a wide range of lifestyle sports items and accessories, along with curated collections.
Nike Style is also set to be a hub for community gatherings like the Nike By You workshops and Snkrs Lounge events. Following this opening in Seoul, there's anew Nike Style concept set to open in Shanghai as of fall 2022.
Phygital Sportswear Concepts
The Nike Style Concept in Seoul Expands the Definition of Sport
Trend Themes
1. Phygital Retail - Nike's phygital store blurs the line between digital and physical spaces, presenting opportunities for other retailers to create engaging shopping experiences.
2. Gender-neutral Sportswear - The gender-neutral zone in Nike Style demonstrates a growing demand for inclusive and diverse offerings in the sportswear industry.
3. Community-driven Experiences - Nike Style's focus on events and workshops highlights the importance of community-building experiences in retail, inspiring other brands to explore similar opportunities.
Industry Implications
1. Sportswear - The Nike Style concept store challenges traditional sportswear retail, revealing opportunities for companies to create more immersive and inclusive experiences for customers.
2. Retail - Phygital retail is an emerging trend in the industry, offering opportunities for brands to engage with shoppers in new and innovative ways.
3. Art and Content Creation - The content studio in Nike Style presents an opportunity for businesses to explore art and content creation in physical retail spaces, potentially creating new revenue streams and customer engagement opportunities.