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Benjamin Fitzgerald Published
July 15, 2025
Nike on Friday opened a brand new concept store, 'Nike Style', in Seoul, with plans to open a second concept store in Shanghai in fall 2025.
Located in the South Korean capital's Hongdae neighborhood, known for its art, music, dance, and fashion culture, surrounded by local shops, clubs and entertainment, the first-ever Nike Style store aims to "serve a distinct sport lifestyle audience, through the lens of style, featuring gender-agnostic zones for fleece, tops, footwear, accessories, and other style-led collections," the Portland, Oregon-based Nike said in a press release.
Product-wise, consumers are able to shop floors of seasonal Nike product, in addition to locally curated collections that resonate with the local Seoul area.
The Style retail concept looks to broaden the gaze of sport retail culture by blending physical and digital experiences for shoppers.
A key focus of the new store is offering unique digital-physical spaces for consumers to express their personal style together. Inside, consumers will find a content studio for local creatives, product experts, and a space for the community to create content on their own social media channels with customizable backdrops.
Throughout the store, QR codes offer augmented reality experiences related to product innovation and even the surrounding art installations. The Style store also delivers other unique community experiences like Nike By You workshops and SNKRS Lounge events for Nike Members celebrating local sneaker culture.
The new Nike Style concept joins the firm's previous iterations of stores including Nike Rise, which bridges digital and physical to create immersive store experiences.
Looking ahead, Nike said its Nike Style concept is set to expand both regionally and internationally. A second Nike Style door will open in Shanghai in Fall 2025. Following the initial openings in South Korea and China, the Nike Style concept will expand into other countries in the future.