Nike opens its first full-scale Nike Rise Store in Westfield White City – Retail Times


Nike is opening Nike West London in Westfield Mall, London on July 14 to connect sport, the city, and athletes through the most innovative digital experiences and services that enliven the sport pulse of the city.

The new store is the latest expression of the global Nike Rise store concept, which empowers athletes to make sport a daily habit, supported by digital services. The Nike Rise concept sets a new standard of retail and inspires the athletes in London, one of world’s most digitally connected markets.

Nike West London is the first Nike store in EMEA to launch its proprietary digital platform Sport Pulse, which enables real-time, responsive and localized sport stories. The LED screens at the entrance provide data-led storytelling which is informed by real-time sport moments in the city and Nike’s activity apps NTC and NRC, to inspire the athletes to move. Nike West London also features Inside Track Table, a RFID-enabled interactive footwear comparison tool. This allows consumers to receive reviews and real-time information of any pair of Nike footwear for more informed purchase decisions, with just the touch of a button.

At Nike West London consumers can also visit the Sport Hub, the service destination for connection and engagement.  Blurring the boundary between online and offline realms, the store offers a wide range of O2O services such as Buy Online Pickup In Store (BOPIS), Digital Orders Return in Store (DORIS) and Scheduled Visits in the store. Nike members will also have access to a premium Nike by You personalization experience at the store.

To help protect the future of sport, Nike West London highlights Nike’s efforts in sustainability. This thoughtfully-designed retail experience also achieved gold LEED certification for its sustainable features throughout the building. As an example, 44 tonnes of embodied carbon were saved during construction by switching over to clay works for the interior wall finishes.

Nike is also committed in fostering a culture of diversity, equity and inclusion, where everyone can win. At Nike West London our store athletes represent 15 nationalities and speak 43 different languages.





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Nike is opening Nike West London in Westfield Mall, London on July 14 to connect sport, the city, and athletes through the most innovative digital experiences and services that enliven the sport pulse of the city. The new store is the latest expression of the global Nike Rise store concept, which empowers athletes to make…