Nike has opened its redesigned store in Portland to present a ‘brand experience’ store and continue its direct dialogue with customers. 

Photo: Nike Portland store’s interior, from www.nikeblog.com

The 26,000-square-foot store is situated at the corner of Fifth Avenue and Morrison Street downtown. A huge image of company co-founder Bill Bowerman on a 12-by-7-foot video wall is a combination of nine large video screens, all of which feature a mosaic of 1,404 tiny images. A statue of Michael Jordan hanging from the ceiling and the former Beaverton High School softball scoreboard that serves as a giant tabletop catch the customer’s eye when he or she enters the store.

The products featured in the store are divided into seven sport categories. A waffle-iron pattern serves as background for a display of Nike running shoes. There is also a soccer boot wall, the Oregon Ducks section, LeBron 9 Display, NikeID and Jordan brand section. Emphasizing local ties, logos of 30 Oregon high school teams are painted onto a stairwell wall.

Nike’s direct-to-consumer business grew 16% last year to $3.2 billion, says Oregon Live. That’s expected to grow to $5.5 billion by the end of fiscal year 2015. The company that owns about 760 stores worldwide is expected to add nearly a hundred more by the end of 2015.

Although there is an idea that Nike’s intention to sell its products directly to customers without retailers help would harm the retailers, Tim Hershey, Nike vice president and general manager of North America retail, rejected it. «Everybody benefits when you elevate the energy of the brand in the marketplace,» he said, while on a tour for The Oregonian through Nike Portland.

Other Nike’s recent direct marketing campaigns include ‘Lunar Runs’ in China and ‘Basketball never stops’ targeting international basketball fans.

Nike expects the store, in the 1928-constructed Kress Building, to earn highest possible LEED Platinum Certification.