I toured one of Nike's new 'Unite' concept stores, and now I only want to shop for Nike apparel in person. See inside.
By Cindy HopkinsNovember 13, 20224 mins read92 Views
Ann Matica/Insider
The Nike Unite Harlem store opened on October 27 as part of the company's retail expansion plan.
In its 2023 Q1 earnings, Nike made $5.1 billion in revenue from direct-to-consumer sales alone.
The discounted prices, limited edition shoes, and community outreach efforts made the in-person experience unforgettable.
Nike just opened its newest brick-and-mortar location, Nike Unite Harlem, in New York City on October 27.
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The store is part of the Nike Unite retail concept, which was launched in November 2020 as a way to reflect the communities the stores are in while getting locals more active in sports.
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Source: Nike
Other Unite store locations are in the North Bronx and East New York. Along with Nike Unite, the sport brand has additional global retail concept stores, including Nike Live, Nike Rise, Nike Style, and Nike House of Innovation.
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Source: Nike
This opening follows the company's push to expand its physical retail presence by as
many as 200 stores in the US and Europe within a two-year window. In its Q1 earnings
report for 2023, Nike reported $5.1 billion in revenue from direct-to-consumer sales and a 14% growth increase.
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Source: Insider and Nike
Inside the Nike Unite Harlem store is an expansive collection of the brand's shoes in hundreds of different styles and designs.
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Special edition Air Force 1s were for sale, retailing for $120. The shoe design is inspired by Nike's annual "NY vs NY" basketball tournament, which has been running since 2017 and brings together emerging talent from high schools around New York City.
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Source: Sneaker News
There were also plain white Air Forces for $100 for those looking for a more classic look.
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The back of the store was split down the middle to separate the men's and women's shoes and had everything from running sneakers to slides to the brand's famous Air Jordans.
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Although the Kyrie 8 was nowhere to be found, older versions of Kyrie Irving's basketball shoes were still being sold despite Nike cutting ties with the Nets player earlier this month after he promoted an anti-Semitic documentary on Twitter.
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Source: Insider
However, there were some newly released shoes for sale, like the Nike Air Force 1 '07 Next Nature. The sneakers are made out of woven poly hemp and were available in men's sizes.
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A footwear size chart was hanging on the wall to help customers figure out their shoe dimensions.
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There was also a Nike kid's shoe section with sizes 2 through 10.
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An entire wall was dedicated to children's shoes that were 30 percent off.
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To get into the holiday spirit, the Nike Unite store had a winter clothing display.
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Its winter collection included the Nike Clash Sherpa and Nike Swoosh Repel jackets, perfect for bundling up in during the colder months.
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The women's section had a mix of sportswear and athleisure clothing.
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Sports bras were priced at $19.99 each, which was significantly cheaper compared to the same items on the Nike website that retail for $38.
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Vibrantly colored Nike leggings, priced at $62 online, were on sale for $24.99. There were also matching sports bras and crewnecks to complete the set.
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Across from the women's section was the men's apparel area.
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There was a large variety of activewear to choose from, like running shorts, fitted tees, and windbreakers.
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The Unite Harlem store had some clothing items that are no longer available on the Nike website, such as these LeBron James King Me T-shirts.
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A sign with a scannable QR code encouraged shoppers to become Nike members through the app to receive 15 percent off an in-store purchase.
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In addition to men's and women's clothing, there was a kid's apparel section with hoodies, sweatpants, and T-shirts for sale.
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A sale was going on that offered two kids' graphic T-shirts for $25.
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The store had three fitting rooms available for shoppers to use to try on clothing.
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To reflect the surrounding community, the interior of the store's fitting rooms had photos of local spots in Harlem plastered on them.
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In addition to the store's retail offerings, Nike Unite Harlem will also help expand the company's Community Ambassador program through volunteering with local organizations to support young athletes in the community.
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By the registers, a shelf was stacked high with sports accessories like Nike basketballs and water bottles.
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There were also multiple Nike sock styles available in black and white.
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An employee by the register was handing out friends and family discount cards to people who live in Harlem, which could be used to get 30 percent off on a purchase between November 10th and 15th.
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My experience at the Unite Harlem store showed me how Nike has been able to successfully draw in customers to its growing number of retail locations.
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Between the store's discounted prices, limited-edition shoe offerings, and its efforts to enmesh itself in the community, I'm been convinced that Nike's in-person retail spaces are truly the best way to shop the brand.
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By: [email protected] (Ann Matica ) Title: I toured one of Nike's new 'Unite' concept stores, and now I only want to shop for Nike apparel in person. See inside. Sourced From: www.businessinsider.com/i-toured-the-nike-unite-concept-store-in-harlem-ny-2022-11 Published Date: Sat, 12 Nov 2022 13:07:00 +0000
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