E Point Perfect

In pictures: Inside Nike West London, ‘a brand-new shopping experience’

// Nike opens Nike West London in Westfield – a new innovative store connecting sport, London and athletes together
// The two-story, 17,000 sq ft store has been designed to get consumers moving and empowered

Nike has officially opened the doors to Nike West London in London’s Westfield shopping centre in Shepherd’s Bush, connecting sport, the city, and athletes “through the most innovative digital experiences and services that enliven the sport pulse of the city.”

The sporting giant said the new Nike Rise concept “sets a new standard of retail and inspires the athletes in London, one of world’s most digitally connected markets.”

Nike West London is also the first Nike store to launch a new digital storytelling platform Sport Pulse, which enables real-time, responsive and localized sport stories.

The LED screens at the entrance provide data-led storytelling which is informed by real-time sport moments in London, while the store also features Inside Track Table, an interactive footwear comparison tool allowing shoppers to receive reviews and real-time information of any pair of Nike footwear with just the touch of a button.


The store’s workforce – Nike athletes – represent 15 nationalities and speak 43 different languages, with a bespoke pop up customisation desk featuring unique, West London focussed Nike graphics created specially for the store by local artists.

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