We originally reported in June that Beaverton, Ore. -based Nike would be opening a Downtown Silver Spring outpost of the company’s Nike Unite store concept, which was announced in late 2020. “Nike Unite exists to serve and celebrate the people in each local community, and each store is designed to be a reflection of their heart and spirit,” the company said in an announcement. “Consumers are welcomed by an in-store community wall highlighting the store team and local partnerships, and design elements throughout the space also look to tell the story of the community. From local landmarks to hometown athletes, the design allows the local residents to feel represented in the space.
The Downtown Silver Spring store is part of Nike’s plan to open 200 stores in the United States and Europe. The stores, which offer digital technology – such as self-checkout through the Nike app and in-store pickup for online orders – will play a key role in Nike’s direct-to-consumer efforts.
Nike CEO John Donahoe originally announced the store plan during the company’s quarterly earnings call in 2020. “I would characterize this investment in these new doors as continued investment in our digital future,” Donahoe said. “With soft goods like apparel, they may want to reserve it online and try it on in the store. They may want to be in a store and buy something that is not in the store because of inventory, and the associate uses a digital device to buy it, and gets shipped home. And so consumers increasingly want a consistent, seamless physical and digital experience, and so that’s what we’re committed to providing.”
According to Business Insider, new stores are planned for Louisville, Kentucky; Lexington, Kentucky; Liverpool, England; Harlem in New York City; and Fresno, California, in addition to the Downtown Silver Spring location. Nike employees have posted on social media, indicating that stores will open in Washington, D.C., the North Bronx in New York City, and near Salt Lake City.
Nike representatives have not responded to several requests for comment.
Photo by David Lay