Size matters. Besides offering functional athletic wear, Nike's newest concept store in Singapore takes every centimetre of the human body seriously. The 18,000 square feet expanded space (60% larger) at IMM, previously an outlet-only destination, now offers technology-driven measurement services. A first in Southeast Asia, the global sports enterprise also introduces Unite—an initiative that aims to inspire and involve local communities to make sport a daily habit.
“Nike Unite is fundamentally about helping consumers connect closely with sport by bringing the most valuable sport destination to the community and creating experiences that are rooted in serving people,” commented Sylvelin Ng, director Southeast Asia & India at Nike Value Marketplace.
At a glance, the store is neatly categorised into the respective Men, Women, and Kids sections. Off-season wares still fill the racks alongside complementary new items. There's a chance to score coveted collab items like a Sacai x Nike down coat or a FEAR OF GOD x Nike basketball jacket at Nike Unite too.
NikeFit
Need immediate data of your feet for shoe fitting? NikeFit debuts to assist shoppers with a scanning solution. This first-of-its-kind digital service uses a proprietary combination of computer vision, machine learning and recommendation algorithms that measure the full shape of both feet to determine the perfect fit for each Nike shoe style. The in-store staff will facilitate the measuring process while an individual steps onto a specialised measurement board. In fact, you only have to arm yourself with a Nike app.
T-shirt customisation
Stand out from your workout peers by designing yourself a one-of-a-kind Nike t-shirt. Previously only available at Nike Jewel, shoppers can select iconic Nike heritage decals in the desired combination to be printed on the t-shirt. Collection will be on the same day too.
Bra fitting and personal styling
This one is for the ladies. Leveraging on the 1:1 ratio of male and female service staff, female shoppers can get advice and tips easily from the latter at the women's section. Whether it's for yoga or HIIT, they will certainly help out in matching the perfect Nike sports bra for you.
Nike Unite is located at #02-50, IMM, 2 Jurong East Street 21.
