Nike Flexes in L.A., Debuts First Ever Nike Live ConceptThe store, dubbed Nike by Melrose, places an intense focus on customer service and a highly personalized experience.

[Collection]LOS ANGELES – Melrose, Nike has arrived. The sportswear firm’s first ever Nike Live concept, which it’s calling Nike by Melrose, officially opens to Los Angeles area residents Thursday with a fashionable assortment tailored specifically for locals based on data, store exclusives and a high-powered stream of technology aimed at making shopping convenient. “First of all, it is really built as a service hub for our local NikePlus Members and it’s designed for them, by them and it’s built for speed and convenience,” said Nike Direct president Heidi O’Neill. “One of the things we learned from consumers when we looked at their engagement with Nike is that they want it fast.”  O’Neill pointed to the Nike Sneaker Bar at the center of the store as the biggest example of the company’s desire to speed up and offer a highly customized experience to visitors, where shoes can be quickly scanned, sizes can be culled up and, if it’s not available in store, can be ordered through the app.  With Nike by Melrose, the athletic firm’s play ties together a suite of already existing services via apps such as the Nike App, SNKRS, Nike Run Club and Nike Training Club into the 4,557-square-foot Melrose Avenue door. Customers can also

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