Nike brand has opened its redesigned store in Portland that looks more like a museum than a regular sport store. With this kind of store they present a “brand experience” with the idea to build stronger connection with their customers.
This is one of the most storytelling store I ever seen. They showcased a huge image of Nike co-founder Bill Bowerman on a 12-by-7-foot video wall that is consist of nine large video screens. If you look at the ceiling you will see a statue of Michael Jordan and the former Beaverton High School softball scoreboard. Some parts of the store have rubber walls that reminds us of shoes sole and logos of 30 Oregon high school teams on a stairwell wall.
The store is divided into seven sport categories depending of the products type: the Oregon Ducks section, a soccer boot wall, LeBron 9 Display, NikeID and Jordan brand section.
This kind of business where brand is closer to costumers by presenting its brand history and story has proved to be good. Nike business grew 16% last year to $3.2 billion and it’s expected to grow to $5.5 billion by the end 2015. Today Nike has 760 stores worldwide and that number will grow by opening approximately one hundred new stores in next 3 years.