Nike’s latest concept store opened in Guangzhou, China, this week using a “member-first” approach to bring a host of new tech features to customers.

Using insights that local members have shared with Nike, as well as real-time sports moments across the city, the store uses data to power personalised experiences.

New offerings include Nike Experiences – an in-app feature that gives members access to weekly sporting activities in the area – and in-store workshops and events hosted by Nike athletes and influencers.

A Nike By You personalisation bar offers the opportunity to customise sports gear and footwear, with inspiration from Guangzhou’s local sporting culture and teams.

Members can log into the app to watch weekly basketball and football matches, join activities at a local leisure centre or unlock extra member privileges linked to their favourite sports.

The Nike Fit experience in-store allows shoppers to have their feet scanned by a store associate to find the perfect fit in any of the brand’s footwear, which can then be saved to a member’s profile.

Vice president of global Nike direct stores and service Cathy Sparks said: “Building on our history of serving our Greater China members through new and innovative store concepts, we’re thrilled to unveil this first Nike Rise store in Guangzhou, a city that truly loves and obsesses over sport.

“Whether members are connecting through the Nike App or joining in store, they’re invited to experience a digitally enabled journey at this Nike Rise store that links them to the energy and activity of the city, and unites communities across Guangzhou through the power of sport.”

Nike plans to roll out the concept to more locations in 2021.