Research into the insights and behavior of NikePlus members in Los Angeles shows that they are running and style obsessed. They are on the competitive side but are also visionaries. That reality is what spurred Nike to develop Nike Live, a new store concept that will be inspired by and built as a hub for its local NikePlus members.

We teamed up with Nike to help build the strategy and launch the first Nike Live store - Nike by Melrose. The store operates like an experimental digital-meets-physical retail pilot where products and services are tested based on a deep understanding of the neighborhood. On top of providing a selection of nike.com best-sellers Nike by Melrose will offer city-specific styles — all of which is determined by Nike digital commerce data (things like buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want when they want it. That means new apparel, footwear and accessories — again, all specific to LA’s needs regardless of Nike’s broader seasonal priorities — will fill the store on a bi-weekly basis (a Nike first) and sometimes even exclusively.

Insights and behavior of NikePlus members in Los Angeles shows that they are running and style obsessed. They are on the competitive side but are also visionaries. That reality is what spurred Nike to develop Nike Live, a new store concept that will be inspired by and built as a hub for its local NikePlus members.

We teamed up with Nike to help build the strategy and launch the first Nike Live store - Nike by Melrose. The store operates like an experimental digital-meets-physical retail pilot where products and services are tested based on a deep understanding of the neighborhood. On top of providing a selection of nike.com best-sellers Nike by Melrose will offer city-specific styles — all of which is determined by Nike digital commerce data (things like buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want when they want it. That means new apparel, footwear and accessories — again, all specific to LA’s needs regardless of Nike’s broader seasonal priorities — will fill the store on a bi-weekly basis (a Nike first) and sometimes even exclusively.