In yet another retail experiment Nike has opened up a place called 45 Grand. It’s basically a female only fitness hub that’s invitation only. It’s a place where Nike VIPs can work out with ‘world-class trainers’, try on and buy pieces from it’s current collection as well as new special edition women’s collections. Including the most recent limited edition Nike x Sacai range (that looks fab).
It’s a little like Lululemon (which is somewhere around the corner) where you can get your shorts customised or hemmed…well the same applies here. You can have trousers hemmed, bras fitted plus a treadmill is on hand to gauge your fitness and gait.
All of the programs on offer are customised to suit the users needs, with the addition of more general Nike + running and training group sessions. Plus the space will host special ‘Nike Athlete’ events aimed to celebrate key moments in sports – like the Women’s World Cup, US Open, Rio 2016 etc
The building is beautiful and kind of worthy of note is part of the floor which is called ‘Nike Grind’ and made from recycled sports shoes.
We think this is an interesting move for Nike to experiment in an area closer and closer to Lululemon – we think that the invitation only is for the purpose of getting publicity as well as to experiment in a closed environment.