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Nike’s in-store customisation ‘Nike By You’ has landed in Australia

Words by Fashion Journal

And amped up its dedication to women’s sportswear, footwear and apparel in the process.

Today, Nike has brought its customisation service, Nike by You, off the internet and into a physical Australian retail space for the first time. And with it comes an extreme makeover of the Nike Melbourne Central store.

The brand has decked out the double-storey location with a new layout, transforming the typical retail destination into more of a concept space. It delivers a lot of forward-thinking initiatives, specifically targeting women with the aim of encouraging their individual sporting pursuits.

There’s an expanded sneaker offering for women, greater focus on yoga apparel, more than 50 types of bras and tights, female athlete-inspired artwork by Melbourne artist David C. Morton, and in-store bra fitters and personal styling sessions.

The goal is to create a more meaningful, and more personalised, shopping experience.

Sneaker and apparel customisation

The major highlight of the store is Australia’s first and only IRL Nike By You experience.

You might know NBY by its previous name, NIKEiD, but both iterations have long provided creative sneakerheads with the option to own a shoe they’ve pretty much designed themselves.

In-store personalisation is now available across both sneakers and apparel, with the option to add ink printing or heat-pressed badges to tees and bras, laser engrave your initials into your AF1s and add a range of coloured laces and customised accessories to your kicks.

An expanded sneaker range

Nike Melbourne Central’s sneaker offering for women has increased by 35 per cent, leaving the store stocked with 115 different sneaker silhouettes.

This new mega range includes 12 variations of the Air Force 1 targeted specifically to women, an extended Air Jordan selection, and a host of exclusive sneaker collaborations, including the new Gyakasou drop.

Bra fittings

You’ll also find 50 different bra and tight options at the Nike MC store alone, each with varying size ranges and levels of support.

Staff at Melbourne Central now includes bra fitting experts, who are on-hand for one to one fitting sessions. These fitters can answer any questions you might have about the range and talk you through which styles are best suited to the sports and workouts you’ll be doing.

These sessions can even be booked ahead to fit in with your schedule.

More targeted women’s sportswear than any other Australian Nike store

Nike has introduced one-to-one personalised styling sessions at the new location, which will be helpful, considering Nike has filled the store with a huge range, tailored largely to female customers.

This covers sneakers (like those 12 sweet AF1 styles), workout apparel, bras, yoga apparel and sportswear.   

This expanded space also includes a brand spanking new collection, launched alongside the renovations. Icon Clash is designed for women with a varied fitness routine and a wide range of sports in mind.

It’s a more glamorous take on basketball and varsity aesthetics, pairing metallic textiles and shiny trims with jersey knits, ’80s inspired prints, and a woven backed sports bra designed to look like a basketball net.

The idea is that you can stock up your wardrobe, then mix and match pieces for whatever kind of workout your day involves. The collection is also meant to integrate seamlessly into your everyday wardrobe with designs like tearaway pants and a statement track jacket.

“Our own style taps into our creativity, and what we wear is an expression of our inner self,” says stylist Jana Bartolo, who has styled with Nike for more than three years.

“To inspire women, I have collaborated with Nike to style looks which will feature on mannequins in-store for the next month. These offer some guidance on how you can style the latest collection, which I just love. Taking inspiration from the basketball court, you will see the iconic Air Force 1, gold and silver metallics, fabrics which draw inspiration from OG jersey culture, tearaway pants and a gold chain jacket.”

nike.com/au

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