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Nike Pushing Retail Innovation

Nike is about to go live in L.A. The sportswear giant, which has been overflowing with initiatives as it tries to innovate its way in the future, is about to take a new look to retail. Mark Parker, chairman, president and chief executive officer, said the company is opening a new concept in Los Angeles called Nike Live. “It’s a small-format, data-driven store, with its assortment influenced by what consumers are buying from surrounding zip codes,” Parker told analysts as he hyped the company’s fourth-quarter results, which saw top- and bottom-line gains. “We see great potential in this approach and you’ll see a lot more of it across our key cities.” Nike Inc.’s been working to keep tabs on its best customers, relaunching the NikePlus membership program in November, giving the brand a better view on what sports its customers play, what products they prefer and so on. In addition, the brand’s been focusing on its best wholesale partners and is working on scaling its Nike Consumer Experiences, for instance training some Foot Locker associates to be Nike experts and building its business there. Parker’s game plan for Nike has three main components: innovation, the direct-to-consumer business and speed, and the ceo said progress was being

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