As its ‘Just Do It’ ad campaign completes 30 years, American athletic apparel giant Nike has come up with a brand new pop-up retail experience, where it has set up a training facility, for its customers, in Hollywood.
Opened up at North Cahuenga Boulevard in Los Angeles, the temporary space spans over 10,000 square feet of indoor and outdoor training areas that is inclusive of recovery rooms, lockers, eatery and even retail sections. The location even features a bra customization set-up called Brahaus.
The facility is situated in the heart of Hollywood as many international athletes live there in the off-season.
Ryan J. Flaherty, Senior Director, Performance, Nike added, “We listen to our trainers as well as our athletes, therefore, we wanted to give them an opportunity and a place to come and train.”
He further stressed that training is booming in LA and the set-up’s central aim was to bring all Nike’s athletes under one roof.
The space is currently open to Nike athletes, trainers, high school athletes and NikePlus members.
The facility will also sell Nike training products during the summer residency period which will include the launch of a collaboration with Alyx designer Matthew Williams.
The company is pinning hopes on the project and sees it as a stepping stone for more such experiences in the future. Flaherty said, “I think we want to see how well this can go here. So I think we’ll learn a lot this summer.”
