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Earlier this week JC Penney announced that 600 of their stores would soon feature designated Nike shops, spanning 500 square feet of Swoosh footwear, apparel and accessories.
The in-store shopping area will be located within the JC Penney men’s department and highlight trademark Nike signage so that shoppers can find the section. In the space, the collection will focus on running, basketball and training gear to strategically tap into the budding athleisure market where joggers, sweats, track jackets, athletic tights and Tech Fleece reigns.
“Nike is immensely popular across all categories and with the rapid rise of active wear and athletic shoes,” remarked John Tighe, Chief Merchant for JCPenney, “we want to have the best expression of Nike in any department store.”
This shop-in-shop experience, however, isn’t being done in exclusivity by JC Penney and Nike. In fact, it’s likely operating in a reactionary manner. Last year, Kohl’s devoted space in a large segment of their stories for Under Armour active wear. Additionally, Lands’ End recently launched Lands’ End Sport, a line of casual tees and supporting active wear. No matter the method, this move speaks to the athletic wear boom of which Nike is at the forefront. This heightened visibly will only see their stronghold on the sportswear market expand.
Source: Fortune
