A prestigious address on the Champs-Élysées, in Paris, a ground floor featuring running shoes, with many screens on the walls, exhibitions of prestigious pairs and showcases explaining the stages of the development of the Nike Air Zoom Alphafly NEXT, which enabled Kenyan Eliud Kipchoge to run the marathon in less than two hours… Nike hit hard for its third “house of innovation”, which opens on Thursday. There is also a mezzanine dedicated to sneakers, a floor for women and children and a final for men.
Read also: To accelerate in online sales, Nike shakes its management and cuts positions
This 2,400 m2 store is first and foremost a laboratory for new consumption patterns combining physical and digital. Like those in New York and Shanghai, opened in 2019. Already well positioned in digital, Nike is shifting into high gear with the health crisis. This translates into a plan for job cuts (not detailed to date). But also by a jump in sales via digital channels, which climbed 75% at the last
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