The activewear brand is returning to its roots with the reopening of its original Blue Ribbon Sports specialty store this past January, aiming to encourage connection and loyalty among consumers

Jeff Johnson, Nike‘s first employee, is reopening the brand's first-ever location with a throwback to the active brand's humble beginnings. The Santa Monica location of Nike, which was formerly Blue Ribbon Sports, was initially opened in 1967 as a meeting place for members of the then-small running community to gather and talk performance footwear.

The original BRS was all about athletes joining up to share tips on training and discuss the sports they love, setting the stage for what would become Nike and building its strength in customer engagement and community. Over 50 years later, the location has reopened with the intention of serving the same purpose.

The reopened Santa Monica store will be about more than just the merchandise of Nike, focusing on the community that fuels the brand. BRS at 3107 Pico opened January 25, and currently welcomes runners from anywhere.

Nike

Jeff Johnson, Nike‘s first employee, is reopening the brand's first-ever location with a throwback to the active brand's humble beginnings. The Santa Monica location of Nike, which was formerly Blue Ribbon Sports, was initially opened in 1967 as a meeting place for members of the then-small running community to gather and talk performance footwear.

The original BRS was all about athletes joining up to share tips on training and discuss the sports they love, setting the stage for what would become Nike and building its strength in customer engagement and community. Over 50 years later, the location has reopened with the intention of serving the same purpose.