Nike is set to open its second UK ‘Nike Rise’ concept store Birmingham’s Bullring & Grand Central shopping centre.
The new opening later this year follows the sporting giant’s Rise concept’s success across Asia, the US and a debut UK store in London which opened last summer.
Covering 13,000 sq ft, the shop will feature several data-driven elements that are specifically tailored to be unique to its location.
Nike Birmingham will also host local events for members including run clubs and in-store workouts.
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Hammerson director of asset management Toby Tait said: “This high-profile signing is yet again a clear sign of the value brands see in Bullring; its importance to the UK market and to all the people who live in, work in, and visit Birmingham.
“We are always looking to introduce new and exciting concepts across our portfolio, and Nike Rise is a great example of how we can combine a community focus with retail innovation here in Bullring.”
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