Nike First Women´s Store in Europe

Nike opened its first women’s-only store in Europe, Nike King’s Road.  Located at 33 King’s Road on London’s iconic shopping street, Nike King’s Road is a 207 square metre consumer experience store that offers the best Nike’s performance products and services and is designed to inspire the women of London to reach their athletic potential. King’s Road is the third women’s only store for the brand; Nike opened locations in Shanghai, China and Newport Beach, California late last year.

Nike King’s Road offers consumers bespoke services such as pant hemming, gait analysis and bra fitting.  Consumers can also get advice on the best products for individual running techniques and training programmes. The store will create a fitness hub in the King’s Road community with free weekly Nike+ Training Club classes and a Nike+ Run Club. A booking system is housed on the digital community wall within the store allows visitors to reserve spots at all Nike running and training sessions held by Nike across London.

Consumers can also access the full Nike+ Training Club and Nike+ Run club schedule at www.Nike.com/London, where they can book a space at any session. In addition to weekly Nike+ Training Club and Nike+ Run Club gatherings, special events will celebrate key sports and fashion moments.

“Our new King’s Road store is yet another example of our commitment to women to bring them the very best of Nike,” said Heidi O’Neill, VP & GM Nike Stores. “Our women’s business has never been stronger and our deep connections with women at retail are helping fuel this growth.”

The store’s digital services offer convenient ways to connect with the Nike community and purchase products. Consumers can buy latest Nike collections via a “click and collect” system at www.nike.com and pick up their purchases in the store. Consumers can also showcase their personal style via www.nikeid.com by designing bespoke shoes with a NIKEiD consultant who can provide guidance on fabrics, colour palettes and the correct footwear style for all needs, including training, running and everyday use.

Style forms a central theme of the new space and is highlighted by unique, creative installations in the store. Isamaya French, a London-based illustrator and make-up artist, produced a piece of art that communicates the synergy of sport and style in the store’s basement level.

A separate map of London also pays homage to the UK capital and features Nike heptathlete Katarina Johnson-Thompson and is incorporated into the store’s design. Consumer enjoy special dimmers in the changing rooms that show outfits in three different lighting scenarios –morning, afternoon and evening.