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Nike Shifts Strategy, Shuts Nike Live Locations
20 Aug
Summary
- Nike has closed over a dozen of its small-format neighborhood stores.
- The Nike Live concept, launched in 2018, focused on local data and app integration.
- The company is now re-focusing on wholesale partners and elevating existing stores.
Nike has permanently closed over a dozen of its small-format Nike Live neighborhood stores nationwide. This initiative, initially launched in Los Angeles in 2018, aimed to leverage local customer data for personalized product selections and integrated digital experiences.
The closures, which span 13 states, are part of Nike's broader strategy to "create Nike's future marketplace." The company stated it regularly evaluates its store fleet to align with growth strategies, including elevating its physical retail footprint.
Originally conceived to potentially reach 200 locations globally, the Nike Live stores were rebranded as Nike Well Collective in 2023. CEO Elliott Hill indicated that Nike is enhancing its Nike Direct business by improving in-store experiences and reducing reliance on online discounts.
Nike is now reportedly focusing more on wholesale partnerships. However, the company is not abandoning community-focused retail entirely, recently collaborating on a new neighborhood store in Los Angeles designed as a community hub.
