8552 Melrose Avenue in the heart of West Los Angeles, Nike has just opened a new Nike by Melrose shop with a clever mix of digital and physical experience.

New products will be offered every two weeks.

The customer experience will be personalized thanks to data from NikePlus, SNKRS, Nike Training Club and Nike Run Club.
There will be a Sneaker Bar and an “Unlock Box” for a new product focus.

A new application was created for the occasion “Nike App at Retail” to book and store items in store bins. This app will also be able to give real time stocks online or in other stores.

An alteration service, Nike Live, is also available to customers.