Lexington Ky Summit at Fritz Farm: New Retail Store Coming Soon

Nike is bringing a new store to The Summit at Fritz Farm: Nike Live, similar to this one.  It's a small retail concept for members only.

Nike is bringing a new store to The Summit at Fritz Farm: Nike Live, similar to this one. It’s a small retail concept for members only.

Run, Don’t Walk: A new retailer is coming to the top of Fritz Farm.

Nike, the footwear and apparel giant, opens Nov. 17 at 4084 Finn Way, according to the company. The location will be across from J. Alexander’s Restaurant.

Although there is a Nike Factory Store at The Outlet Shoppes of the Bluegrass in Simpsonville, there is no Nike Store in Kentucky. Lexington‘s will be the first, apparently.

According to permit applications filed with the city, the store appears to be a Nike Live concept.

What is a Nike Live Store?

Nike Live stores are members-only stores with perks and experiences, according to Retail Dive, which dubbed it Store Concept of the Year in 2018, when Nike pioneered the idea.

Nike did not immediately respond to requests for details; representatives for The Summit at Fritz Farm were also not immediately available.

Nike opened the first Nike Live store in Los Angeles on Melrose Avenue as a test concept. The retailer has since expanded stores and is apparently bringing one to the top of Lexington at Fritz Farm.

In June 2020, Nike announced that it planned up to 200 of the smaller stores, to be built over the next few years, as part of a reimagining of its retail footprint. Stores are built around members, who provide data that the company uses to continually refocus its strategy.

In January 2021, the company opened a Nike Live in Eugene, Oregon, where the brand began, joining concepts in Los Angeles, Tokyo and New York. New assortments of merchandise drop every few weeks, and the Eugene store features a selection of University of Oregon merchandise.

Nike Live stores are built around NikePlus memberships. Members can order online and pick up merchandise in stores.

The store allows members to redeem unlocked free products and gifts at a digital vending machine, which drives NikePlus memberships and online interactions.

Nike Live stores offer a digital vending machine called the “Unlock Box”, which allows members to redeem free products and gifts.

This story was originally published August 24, 2022 06:00.

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Janet Patton covers restaurants, bars, food and bourbon for the Herald-Leader. She is an award-winning business journalist who has also covered agriculture, gambling, horses and hemp.
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