Nike has opened a Rise concept store in Westfield White City, focusing on digital innovation and other unique services such as premium personalization for members

The Rise concept is designed to help athletes make sport a daily habit and mixes the physical with the digital as it aims to inspire athletes in one of the world’s most digitally-connected markets.

The store is also the first location in EMEA to launch Nike’s proprietary digital platform, Sport Pulse. This enables real-time, responsive, and localized sports stories.

The location has LED screens at the entrance to provide “data-led storytelling informed by real-time sports moments in the city and Nike’s activity apps NTC and NRC, to inspire the athletes to move”.

Other store features include the Inside Track Table, which is an RFID-enabled interactive footwear comparison tool that means consumers can easily receive reviews and real-time information relating to any Nike shoes to help them with their purchase decisions.

And there’s a Sports Hub service destination “for connection and engagement” that claims to blur the lines between offline and online. That means services available there like Buy Online Pickup In-Store (BOPIS), Digital Orders Return in Store (DORIS), and Scheduled Visits in the store.