Nike’s New Kicks at CITYCENTRE

Looking to up your game with some custom sportswear? Just do it.

Andrew Paul

September 2022

Houston sneakerheads rejoice: Nike Live by CITYCENTRE is open and providing fashion-forward fans with a customized, curated, cutting-edge retail experience like no other. At 5,298-square-feet, the latest Nike Live brick-and mortar store in CITYCENTRE offers a combination of both human to human interaction and personalized digital services like Swoosh Text, a SMS messaging system that connects customers 1:1 with store employees for inventory updates, tailored style recommendations, and the latest services and product offers.

“We are so excited about the launch of our new Live concept in Houston with the opening of Nike by CITYCENTRE,” said Shannon Glass, VP/GM Nike Direct North America. “Our Live concept serves as the ultimate retail destination to inspire women, and this store delivers what our consumers love most–our best offerings in Lifestyle and Performance apparel and footwear, a refreshed bras and leggings shopping experience, and convenient services like digital returns and Buy Online Pickup In Store (BOPIS). All powered by Nike Membership, customers will have access to exclusive member-only product drops and experiences that can be unlocked through the Nike App, providing a seamless shopping journey across our stores as well as our digital and app ecosystems.”

Nike Live by CITYCENTRE will also serve as Houston’s physical nexus for Nike’s substantial online ecosystem that already boasts the Nike App, Nike Run Club, Nike Training Club, and the SNKRS App, which includes its SNKRS Pass members reward system that alerts users to reserve select Nike sneakers for in-store purchase and pick-up.

By analyzing local customers’ preferences, Nike was able to pinpoint Houston as one of the country’s leading markets for Jordan products. As such, the CITYCENTRE location features a particular focus on sports style items such as Tech Fleece and Jordan apparel, along with footwear lines like Air Force 1’s, Air Max 90’s, Blazers, and retro Jordan's series. Combined with their fleet of apps, shoppers can check real-time store inventories using GPS location, order via their smartphone devices, and pick up either in-store or curbside.

“By creating these multiple, digitally enabled consumer touchpoints throughout the Houston metro area, we’re shaping a digitally fueled marketplace locally that offers more choice and accessibility to the Nike brand than ever before,” the company explains in an announcement. Houston’s new Nike hub also pays particular attention to women consumers in the region, offering them one-on-one consultations with expert “store athletes” (sales associates) for everyday needs like bra fittings, consultations, and style suggestions. Although Nike Live by CITYCENTRE is geared slightly more towards sports-style customers, women’s favorites like the store’s diverse selection of leggings will serve as a jumping-off point for future tailored inventories designed specifically for the local community.

Houston’s new curated Nike collection at CITYCENTRE joins a rapidly expanding chain of modernized, personalized Nike Live locations in cities like Austin, Chicago, New York City, Los Angeles, and Atlanta, with many more to come. In CITYCENTRE, visitors can expect an entirely new level of shopping experience for all their Nike wants and needs.