Nike opens first full-scale Nike Rise store in EMEA at Westfield White City

Nike has chosen London’s Westfield Mall for the opening of its first full-scale Nike Rise store in its EMEA region.

The sportswear giant said the new site will offer customers access to innovative digital experiences and services as it aims to set a new standard of retail and inspire athletes in one of the world’s most digitally connected cities.

Nike West London is also the first Nike store in EMEA to launch the brand’s proprietary digital platform Sport Pulse, which enables the display of real-time, responsive and localised sport stories. This includes LED screens at the entrance providing data-led storytelling which is informed by real-time sport moments in the city.

The shop also features an RFID-enabled interactive footwear comparison tool called Inside Track Table that allows consumers to receive reviews and real-time information on any pair of Nike footwear via the touch of a button.

The innovative space has been awarded gold LEED certification for its sustainable features.

Nike said workers at the store represents 15 nationalities and speak 43 different languages.