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In late June, Nike announced plans to open a data-informed store in Los Angeles. That store, dubbed Nike by Melrose, is now open and is the first of its kind.

Data provided by NikePlus members’ shopping habits in LA will shape exactly what the store stocks. The Melrose store is part of Nike Live, and the Swoosh describes it as “an experimental digital-meets-physical retail pilot.”

Every product offered at Nike by Melrose is selected based on Nike digital commerce data like buying patterns, app usage, and engagement. The highlight of the store is Nike’s Sneaker Bar, which makes trying on and buying footwear quick and easy. Check out the virtual tour below.

Data analysis already shows that NikePlus members in LA are running- and style-obsessed, like basketball, and are competitive. Expect the store to stock a lot of Nike Cortez styles, plenty of running product, and stylish colorways. Product is re-stocked on a bi-weekly basis and the store will even carry some items exclusively.

With brick-and-mortar retail struggling, as reports show, this is a high-tech push by Nike to keep people coming into its stores by seeing more closely to its customers’ needs.

Would you like to see something like this in your city? Is technology the future of physical retail? Let us know in the comments.

In other sneaker news, images of a “Bio Beige” version of Justin Timberlake’s Nike Air Jordan III have appeared online. Check them out here.

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Footwear Staff Writer

My mum says I won’t win a Pulitzer writing about Supreme. She’s wrong.

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