The Plaza’s new Nike KC store mixes brick-and-mortar concept with digital modernity

Nike Kansas City will debut its new Country Club Plaza store Saturday.

The pilot store combines a “curated product mix, in-store services and both physical and digital Nike experiences for consumers,” all in one location with a Kansas City focus. When customers enter the store they will see a large “Just Do It KC” sign spelled out in the wood slats on the ceiling. Kansas City Royals apparel is showcased front-and-center, with Kansas City Chiefs items waiting on the sidelines.

“One thing that we know is that you guys are super sport-obsessed in Kansas City. So as you walk in, the first thing that greets you is the Royals gear,” said Kris Young, vice president and general manager of North America Nike Direct Stores.

A showcase wall displays new products that aren’t yet offered in the store, but customers can place orders for them through four 22-inch screens. The products are then delivered directly to the consumer’s door, or to the Nike store for pick-up. Currently the Metcon Collection is featured.

“Brick-and-mortar has always been traditionally a physical touch and feel, and we want to make sure that we’re still giving great experiences from a physical standpoint. But we also want to make sure that we bring the digital age in as well,” Young said.

Other store features:

▪ Larger fitting rooms so consumers can try on clothes and then do lunges and squats to check the fit.

▪ Nike certified bra fitters.

▪ Footwear fittings. Customers can take shoes on a test run on an in-store treadmill.

“One thing we have realized is that not everyone is in the right shoe or right size,” Young said. “So they will have different shoes that they can try.”

Maybe they are doing a marathon or they just want to do “their personal best,” Young said. So, for example, how is the comfort level? What speed do they typically run at? Is the shoe providing the comfort and support they need?

Backpacks are located along a back wall, as the store gears up for the back-to-school season.

Nike+ membership benefits include free shipping with a 30-day trial on every order, receipt-free returns, and access to more than 100 workout plans, insights and inspirational messages from some of the world’s top athletes. Exclusive content through Nike+ Training Club, Nike+ Run Club, Nike+ SNKRS and Nike+ apps is another benefit.

Nike took 11,881 square feet in Plaza 211 at 211 Nichols Road, in the redeveloped former Halls Plaza building. It plans to open to the public at 10 a.m. Saturday, July 8.

Apple previously relocated to Plaza 211, taking a much larger space for its August 2016 opening. California’s Marine Layer opened its first area store there in May.

Nike also has a factory outlet store at Legends Outlets Kansas City.

This story was originally published July 7, 2017 at 6:38 PM with the headline "The Plaza’s new Nike KC store mixes brick-and-mortar concept with digital modernity."