Situated on Melrose Avenue in LA, is Nike’s latest brick and mortar shop. It’s different than the others though, in that its stock is custom curated according to what the locals want; information is collected from NikePlus members nearby to see what their interests are, and how to cater to them. In the case of the Melrose location, it’ll be serving a crowd that is creative, competitive at basketball, fashionable, and very into sneaker culture.
The store officially opens July 12 at 8552 Melrose Avenue in West Los Angeles, check out the clip above for a virtual tour of the space.