Nike has launched their latest Live concept store in the heart of downtown Miami, Nike By Brickell in Brickell City Centre. Nike By Brickell is Nike’s first Live store in Miami, exemplifying Nike’s retail growth across North America to serve the sport marketplace of the future, which is digitally enabled and powered by Nike Membership. The store, which opened on August 4, 2022, is designed for and inspired by the local Brickell neighborhood. Nike By Brickell offers digital and convenience-led services through the Nike App to allow consumers to discover the best of Nike online or in-store.
The Nike By Brickell exterior mural facade was designed by illustrator and designer Xoana Herrera and takes inspiration from Brickell’s vibrant and diverse neighborhood. Hailing from Argentina, but now based in Los Angeles, Herrera was inspired by sport and by the Brickell community, complementing the design with her signature bold, geometric style to uniquely represent the Nike By Brickell community. Herrera previously created murals for other Nike Live stores including Nike By Long Beach and Nike By Glendale, which also borrowed from both these neighborhoods’ unique vibes.
A few key details about Nike By Brickell include:
Serving Her: Women are shaping a new future of fitness, one that is more inclusive and centered on personal progress and inclusivity. Although there are Men’s and Women’s Lifestyle and Performance products in all Nike Live stores, the Live concept has a sharp focus on serving Women through product, services and experiences in-store.
What the Neighborhood Wants: Through consumer insights, Nike knows Brickell consumers outpace the rest of the region for fitness activities such as Running and Training. To serve their needs, Nike By Brickell will focus its offerings around performance apparel and footwear styles such as the Nike Air Zoom Pegasus 39, Nike Dri-FIT Alate Minimalist Sports Bra, the Nike Fast Tie-Dye Training Tank and more.
Creating More Consumer Touchpoints: Powered by Nike Membership, Live stores provide consumers the convenience to use the same services they have across channels - via the Nike App, online and in store - giving them seamless opportunities to shop wherever and whenever they want. These services include Buy Online, Pickup in Store (BOPIS), Digital Returns, Swoosh Text and Curbside Pick-Up.
Powering Community: Nike store athletes dedicate themselves to increasing access to sport in their local communities, and guide consumers in their personal fitness journey. Nike store athletes redefine sport for a new generation by volunteering their time with local community organizations that support underserved children and communities.
