Building on the store strategy embodied by its other concepts, Nike Rise relies heavily on digital and experience to drive consumer interest.
The Nike Experiences feature being introduced to Nike’s app connects Nike loyalty members in Guangzhou to “weekly sport-minded activations” and also gives them access to in-store workshops and events. The athletics retailer also positioned its new store close to Tianhe Sport Center, noting that members can “plug into events … with Nike experts and Master Trainers.” Members will receive rewards tied to the sports they like.
