Nike Live by Melrose
via Nike

Nike is set to open the doors of a new storefront in Los Angeles. This one, however, is unique in that it is their first Nike Live, a new store concept that is inspired by and built as a hub for its local NikePlus members.

This actual location was built, designed and stocked by Nike using data provided by NikePlus members in the local Los Angeles area. Apparently, the data showed that local users love running and are style obsessed. Specifically, they love basketball and are on the competitive side; and are sneakerheads and visionaries.

The Nike By Melrose store will offer a selection of Nike.com best-sellers and product from the brand’s Running, Training and Sportswear lines, as well as city-specific styles — all selected via Nike digital commerce data. For example, expect to see the store stocked with various Nike Cortez styles, a ton of running product, bright colorways and hip packs for its opening.

There’s also a Sneaker Bar, where customers can try on and buy footwear quick and easy. NikePlus members can redeem product or rewards by using their member pass at the NikePlus Unlock Box (essentially a digital vending machine). The Dynamic Fit Zone has a lounge to relax in, rooms where Nike Experts can offer styling tips and a Nike Trial Zone (with a treadmill) to really put product to the test in.

Nike By Melrose opens its doors on July 12. You can take a virtual tour below.

Nike By Melrose
8552 Melrose Avenue
West Los Angeles.

More neighborhood-specific Nike Live locations are set to open in cities around the globe, including Tokyo, next Spring and beyond.