Nike Turns Melbourne Central Store Into a Running-Led Retail Platform

Developed with retail design studio Space Between, the format replaces a fixed store presentation with an adaptable environment that can be reset around product releases and local running moments.

The strategy gives Nike a way to use one permanent location as a changing launch platform instead of relying only on short lived pop ups or conventional seasonal merchandising. The running-led interior at Nike Melbourne Central. Courtesy of Nike. A marathon-focused display inside Nike Melbourne Central. Courtesy of Nike.

Cathy Freeman’s Sydney 2000 Nike Swift Suit on display. Courtesy of Nike. A Store Built to Keep Changing Nike said the location will carry premium assortments and launches not available elsewhere in its Australian retail network.

A dedicated Nike By You experience adds personalization, while an Innovation Wall can be updated with new performance technologies and brand stories…