In Brief

The established sports brand shares its strategy and rationale for focused retail locations.

Leading Nike’s retail initiatives, Jeanne Jackson, sees the potential of smaller, localized store formats targeting specific sports demographics.

Starting in August, the launch of these smaller stores are different from the massive Niketowns shoppers are accustomed to. By focusing each store on a sports category, Nike is able to focus its product offerings to the needs of each community. The store in Stanford, California has run-clubs that leave from the store, and its Back Your Block program directs donations towards youth-run clubs in the area.

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