New Nike store in Beijing promises personalized shopping experience

Sportswear giant Nike opened a new outlet in Beijing's bustling Sanlitun area on Saturday, offering customers a personalized and digitized in-store shopping experience.

The two-story store, spanning 2,800 square meters, showcases the brands collection of men, women and kids apparel and footwear, and targets running and hiking enthusiasts, as well as those interested in skateboarding, basketball and soccer.

The Nike Rise retail store has been co-launched by the brand and its distributor and retail partner in China, Topsports, with the link-up serving as a Nike membership club.

By using the Nike app, customers who have signed up for Nike's membership can check out information on exclusive products and offline activities held in the store, such as yoga classes, salons for sports enthusiasts, and handicraft workshops.

Sports experts and online celebrities will also be regularly invited to share their ideas on how to put together sports outfits and how to avoid sports injuries.

Former China soccer international Shao Jiayi was a guest at the store's opening ceremony, and was highly impressed by the gear and equipment for sale there.

"I think these products hold strong appeal for the young generations," he said.

As a native Beijinger, Shao said the city boasts a strong sports culture, and sports fans add vitality and vigor to the capital.

Tang Guyun, vice-president of the Greater China strategic account of Topsports, said the store will maintain a strong relationship with local sports communities, such as skiing clubs from Beijing's universities, and running groups around the city.

For instance, a salon which teaches people how to protect themselves while doing outdoor sports in winter will be held in the store to inspire more people to make sport a daily habit, she said.

"We are embracing the future market through digital transformation, trying to bring consumers a personalized shopping experience," said Men Lijun, vice-president of Greater China Nike stores and marketplace partners.

Both Nike and Topsports hope to encourage more people to play sports and live a more positive lifestyle.