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Miami’s Nike Aventura store marks another milestone for the Swoosh.
Coming off of the company’s 50th anniversary, Nike has opened its doors in Miami’s Aventura mall for an entirely new consumer experience.
“When I look at Rise and what this concept means for the community that we serve, I see tremendous growth opportunities around bringing sport to other cities and communities around the country,” said David Kelsay, VP North America Stores. “It’s what our plans are and what our mission is – bringing sport to communities that we serve.”
Located in the 305, Nike Aventura becomes the third Rise concept store for the brand with Seoul, West London, and now Miami. While Nike Towns and other NBHD-focused retail spaces continue to be a mainstay for the brand, the Nike Rise concept is built to deliver a unique shopping experience that is tied to the community, its consumers, and their needs with digital integration as well as the space’s physical layout.
Nike Aventura includes the brand’s Sport Hub that connects the digital shopping experience to the real world. Digital returns, curbside pick-up, buy online pick-up in-store (BOPIS), Scan to Learn, and the brand’s marquee SNKRS Pass.
“When you look at Nike Rise, to me, it’s the best expression of Nike as it relates to providing sport in the marketplace,” Kelsay said. “It’s digitally powered up and enabled. It has inclusive categories of running, training, lifestyle, basketball, Jordan, kids, – it really brings that full collection together at an elevated level.”
Nike’s mission of inclusivity through sport is further evident with the Nike Aventura layout and offerings, becoming the largest retail space & selection for bras and leggings across North America stores.
“If you look around this store, it screams inclusivity” Kelsay added. “Whether it’s the extended sizes or whether it’s how we bring men’s and women’s together in sport and dimensions, any person can walk into this store and find a sport journey that they can go on whether it’s their first one or advanced. It’s for all fitness levels,” he said.
With the Miami-Dade area’s rich & diverse culture, Nike Aventura and the Rise concept will focus on the surrounding community with digital integration, primarily with the Core City Atrium.
The two-floor LED screens display real-time sports moments, brand campaigns, and city-specific Member data from our Nike Training Club and Nike Run Club to immerse the community into the store & vice-versa with their shopping experience.
“The potential for what [Core City Atrium] could mean to both how we speak to our members as well as what we share can be really powerful,” Kelsay said. “I recognize the digital transformation we’re on, this is just the first step in that journey. I’m most excited not about what this is but what it can mean as we go forward,” he added.
In addition to the Core City Atrium embedded with its Sport Pulse storytelling & visualization, Nike Aventura is a hub for personalized product with its Nike By You-dedicated space.
With the space, Aventura becomes the second North America besides House of Innovation in New York City, that has customization opportunities from apparel to footwear.
“One of the things I love about the language that we speak sport and how we think about our consumer is that there is the anchor product that we want to make sure we’re offering quality experiences with that,” said Vanessa Garcia-Brito, VP North America Communications.
“There’s the community, the connection, and the inspiration,” she mentioned. “You can walk in here with your family and there’s going to be something for everybody. You can walk in here with your ideas and go to Nike By You and design what’s on your mind, which is a great way to be connecting with the consumer.”
Further tying the store back to the Miami-Dade area & its robust community, Nike worked with local Miami artist Ruth Burotte to create custom designs inspired by Miami and the 305.
With all its offerings, Nike Aventura aims to inspire the next generation of sport, athletes, and leaders with its all-encompassing touch points from technology to community integration and more.
“You have to see it to believe it — you have that come to life in a manner of ways,” Garcia-Brito said. “You have the Sport Pulse pulse where you can see yourself and your community. You can see yourself with the athletes working here.”
And while Nike Aventura aims to serve everyone to make sport more equitable and attainable, Miami’s Latino population is a key point of emphasis for the Swoosh.
“We have a diverse crew from the community of the community and if you talk to them, you know they’re here for the community,” Garcia-Brito added. “They’re not just here at the store, they’re out in the community doing run crews, basketball workshops, working with our partners in the Latino community. My hope is that any young kid, Latino kid, that walks in the store knows that they can access sport, it’s available to them, and that they can see themselves and the possibilities through it as well,” she said.
Nike Aventura kicks off the brand’s forthcoming stage of retail expansion in North America that will take place throughout 2023. Additionally, the Rise concept store and other initiatives such as Nike’s .SWOOSH web3 platform will grow the brand’s presence in a number of ways that gives the consumer the power for their journey — through sport or product.
“Now, you chose,” Garcia-Brito said. “.SWOOSH, Nike Aventura, Nike Run Club, you chose when, how, which part of Nike — it’s a paradise of choice.”
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