Sports lifestyle major Nike has unveiled its new Nike Live store concept as part of efforts to combine digital and physical shopping experiences for its consumers.

Under the concept, the first destination dubbed as Nike by Melrose opened at 8552 Melrose Ave in Los Angeles, California.

The new 4,557ft² concept store is designed using NikePlus member insights and engagement based on their activity and buying patterns.

These insights were received from its network of digital touchpoints such as and the Nike, NTC, NRC, and SNKRS apps.

NikeDirect president Heidi O’Neill said: “Nike Live stores are specifically designed to be a service hub for local NikePlus members.

“Nike Live stores are specifically designed to be a service hub for local NikePlus members.”

“We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community.

“As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.”

The Melrose store features a Nike Sneaker Bar, where customers will get expert assistance on lifestyle and performance footwear available, as well as request to try-on and purchase an item immediately.

NikePlus Unlock Box in the store allows customers to scan their Member pass every two weeks for Nike products and goods.

The Swoosh Text messaging system also connects customers to the in-store team through the Nike App.

The concept store also features Nike Express Sessions, which allows customers book appointments for NikePlus Members through the Nike App.