NEW YORK, June 14 — Nike has unveiled its new shopping concept, which aims to “transform the retail landscape” through a combination of physical boutiques and e-commerce.

“NikeLab“ will showcase the brand's most innovative designs and provide an insight into how the group collaborates with other inventors as part of its creative process.  The first NikeLab stores opened this week in New York, London, Paris, Milan, Shanghai and Hong Kong and online, displaying a curated selection of products including the Free Mercurial Superfly by HTM, the F.C. Real Bristol range and the SS14 White Label Collection. Limited edition pieces will be available, in addition to reinterpreted heritage styles and capsule collections from various creative partners.  Each of the boutiques has been constructed using the same design principles as the brand's products, with a particular focus on sustainability and functionality.  Modular furniture pieces crafted from re-used and innovative materials such as motherboards ensure that the cutting-edge approach isn't just limited to the collections on sale. The NikeLabs will also seek to engage with customers around the world via Twitter, Instagram, and We Chat.

Nike isn't the only major sportswear brand updating its retail concept with interactive features — earlier this year Adidas rolled out plans to attract younger shoppers by upgrading Originals boutiques to include wi-fi and hangout lounge areas.

Each of the ‘NikeLab’ outlets has been constructed using the same design principles as the brand's products, with a particular focus on sustainability and functionality. — AFP pic

The brand has also launched its HomeCourt concept, which brings the ambience and design of huge football stadiums to its retail spaces (for example, shoppers enter the store through a tunnel) for a more interactive customer experience. ­— AFP-Relaxnews