SAN JOSE – Nike Live has opened its first Bay Area store on Santana Row in San Jose, a new concept that blurs the line between physical and digital.
The new Nike Store will change the goods every three weeks and curate them according to the specific preferences of local customers and create opportunities to seamlessly combine the use of the Nike app with the offers in the physical store.
Appears in the new Nike Live Store in the Santana Row Center in San Jose. // Nike Live
“With Santana Row’s opening of Nike, we are excited to expand our Nike Live retail concept to yet another new market as we continue to scale Nike Live stores in North America and around the world,” said Nicole Otto, Vice President, Nike Direct North America.
Experts have called the Nike Live concept a “stationary app”.
According to a blog posted on the Nike website in October 2019, Nike itself describes each Nike Live store as “a unique, digitally activated area”.
Nike Live store on Santana Row in San Jose, interior with clothing items and a mannequin. // Nike Live
Customers appear to have embraced the new Nike Live store, which opened on May 13 on Santana Row.
“I heard from the team on site that the line is around the block,” said Stephanie Pellitteri, a Nike spokeswoman.
The new store is the first in the Bay Area for Nike Live and is called Nike by Santana Row.
“Located in San Jose’s vibrant Santana Row shopping district, the new Nike by Santana Row has an open and airy design concept that incorporates the insights of our other Nike Live stores,” said a statement sent to this news organization .
One of the unusual functions in the new store is an “activation box” that offers Nike members new items. The unlock box is an in-store digital vending machine.
“A member can use their membership pass on the Nike app to redeem free products and gifts such as custom Nike By Santana Row pins and Nike notebooks,” said Nike.
Items in the unlocking box are available, subject to availability, while stocks last.
Clothing in the new Nike Live store on Santana Row in San Jose. // Nike Live
Customers can also use the Nike app to get a head start on in-store shopping by selecting items before heading to the physical location.
“You can collect your order from the roadside and our team will bring it to your vehicle with minimal contact,” said Nike.
Nike said it tries to deliver a personalized experience that is unique to the San Jose area.
“We can’t wait to welcome consumers to this new space, where a team of local experts have brought together an experience of the best Nike products, innovations and seamless services that we know will be our consumers in Silicon Valley will love, “said Otto.