Two years ago, Nike Inc. realized it needed to create a new retail concept to attract customers and solidify its position in the market. The museum-like NikeTown stores had been hugely successful in promoting the Nike brand, but their aggressive, larger-than-life ambience appeals primarily to men. Nike recognized it was missing opportunities to lure a huge segment of its target audience: women.
“We just weren’t communicating with her very well,” says John Hoke III, global creative director, Nike Brand. “We needed to extend the brand to that 51% of the population and establish a dialogue with all the female athletes out there.” NIKEgoddess, the new 6,000-sq.-ft. store at The Irvine Co.’s Fashion Island in Newport Beach, Calif., does just that. (more…)
