Since the launch of the Nike+ app in 2016, the brand has continued its ongoing mission to better provide a personalized shopping experience for their members. This included early access and reservations to certain products based on the shopper's preferences. Continuing its mission, the brand is adding a personalized in-store shopping experience starting next month. 

Introducing Nike Live store, the new concept is inspired by its local Nike Plus members. The brand will use buying patterns, app usage and engagement from members (Nike digital commerce data) to best stock city-specific styles. Also mentioned is the Sneaker Bar, where app users can redeem product or rewards at the NikePlus Unlock Box (a digital vending machine) by using their member pass. 

The Nike Live Melrose location will be opening its doors to shoppers starting July 12, at 8552 Melrose Avenue in West Los Angeles with additional locations coming Spring 2019. Check out a virtual tour of the location below.