[mkdf_dropcaps type=”normal” color=”#f55549″ background_color=””]N[/mkdf_dropcaps]ike has launched its latest store concept in Guangzhou, Nike Rise, a first-of-its-kind, responding to the pulse of sport in a member’s city.

With the member-central focus, Nike Guangzhou is set to curate a 1-to-1 personalised shopping journey for members, by connecting members to sport, their communities and one another.

Nike members in Guangzhou will be able to connect to weekly sport-minded activations designed to get them moving, also gaining access to in-store workshops and events hosted by the city’s network of Nike athletes, experts and sport influencers.

Members will be able to plug into events, such as weekly basketball games and football matches, with Nike experts and master trainers at Tianhe Sport Center, or receive exclusive member unlocks connected to their sports of choice, further making the connection between the digital and physical experience.

VP/GM of global Nike direct stores and service, Cathy Sparks, said the city-led retail destination has transformed itself into a responsive, data-powered hub aiming to inspire and enable Nike members in Guangzhou to move.

“Building on our history of serving our Greater China members through new and innovative store concepts, we’re thrilled to unveil this first Nike Rise door in Guangzhou, a city that truly loves and obsesses sport,” Sparks said.

“Whether members are connecting through the Nike app or joining in-store, they’re invited to experience a digitally-enabled journey at this Nike Rise door that links them to the energy and activity of the city, and unites communities across Guangzhou through the power of sport,” she said.

With the launch of Nike Guangzhou, Nike has already indicated more Nike Rise doors will be open in the Nike global store fleet in 2021, accelerating the digital transformation of the leading sportswear brand.