SIAM CENTER

The largest Nike store in Thailand, operated by Valiram, officially opened at Bangkok’s Siam Center last May 28, 2020. This store offers a unique blend of physical and digital retail experiences for all athletes* with innovation at its core and tailored to the Thai community.   

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STORE SIZE

9,426

SQ. FT.

CATEGORIES

W RTL

M RTL

BASKETBALL

JORDAN

SERVICES

NIKE BY YOU

BRA FITTING

FW TRIALING

EXPERT SESSION (SP21)

WOMEN'S BY NIKE

MEN'S RTL, BASKETBALL, JORDAN

GETTING

READY

During the lockdown period, our ATSE & EKIN teams went through a rapid evolution of bringing trainings from physical to fully digital through Zoom in just a few weeks. Over 40 store athletes and partner leadership attended daily sessions in the course 15+ days, followed by in-store training a few days before store opening. 

A T S E

VIRTUAL TRAINING SESSIONS

On the first week of online ATSE training, store leadership went through 2 days of ROSE Rally, followed by half-day sessions with store athletes tackling:

  • BRAND HISTORY & HERITAGE

  • INNOVATIONS & TECHNOLOGIES

  • HOW NIKE SERVES

  • ATHLETE ESSENTIALS

E K I N

EKIN EXPERIENCE ONLINE

After the ROSE Rally and ATSE Trainings, Store Athletes went through a 5-day EKIN Experience online, focusing on the different Consumer Mindsets and categories:

  • CORE TECHNOLOGIES: FOOTWEAR + APPAREL

  • NIKE RUNNING

  • INFINALON (YOGA)

  • NIKE TRAINING + BASKETBALL

  • NIKE SPORTSWEAR

EKIN GEEKS

EKIN SPEAKS

EKIN SWEATS

Seasonal Innovation download through online EKIN Clinics.

Ex-EKIN Thy as a guestspeaker to talk about his incredible running journey with local rockstar and influencer, Toon.

Online Yoga and NTC Workout sessions with Coach Joyce and Coach Kelvin.

IN-STORE TRAINING SESSIONS

During the store opening setup, additional sessions were conducted inside the store to support product knowledge and strengthen athlete service training.

DIGITAL

ENABLEMENT

As part of the O2O journey, we created a Nike Bangkok Siam Center Hub within the Nike Thailand Official Line App Account. It is a one-stop hub where members can find information about: 

  • STORE LOCATION / HOW TO GET THERE

  • NEW COLLECTIONS UPDATE

  • DIGITAL QUEUE FOR HIGH HEAT RELEASES

  • NIKE BY YOU DESIGN PREVIEW

10.3K

FIRST WEEK

USER LOGINS

NEW BCRM

USERS

3.6K

31.2K

TOTAL VISITS

TO HUB

UNIQUE VISITS

TO HUB

22.8K

NIKE BANGKOK LINE HUB

DIGITAL QUEUE

NIKE BY YOU PREVIEW

Users can preview Nike By You print designs through a mix-and-match rolodex available on the Line Hub. New designs, artist collaborations, and an online reservation feature will be included in future Hub updates.

694

FULL

CUSTOMISATION

PREVIEWS

USERS

Starting June, members can digitally queue up for special high heat styles released weekly through the Line Hub.

CONSUMER JOURNEY

NIKE.COM HOMEPAGE BANNER

On May 28 opening day,  NIKE.COM/TH

unveiled the newest photo of Nike Bangkok at Siam Center through a homepage banner takeover. Members were linked to the LINE Hub where they can find out more details about the store.

NIKE

BY

YOU

Available in-store for the very first time in Thailand is a full-fledged “Nike By You” customization service. Consumers can personalize shirts and totes from an evolving range of graphics, and make their Nike products one of a kind through a wide variety of colourful deubres, laces, and aglets.

BANGKOK JAM BY JIRAYU KOO

NIKE BY YOU HYPERLOCAL ART

 Nike has collaborated with Bangkok artist and illustrator, Jirayu Koo. It's the first of many local collaborations under the “Nike By You” service. 

Through Jirayu's eyes, her BANGKOK JAM series depicts Bangkok as a big melting pot where culture and style meet. She combines local language together with vibrant neon colours and unmissable Bangkok landscapes.

TOP THREE DESIGNS

BANGKOK

SIAM

BKK

OTHER DESIGNS

NIKE BY YOU CLUSTER

10%

NBY CONTRIBUTION

TO TOTAL REVENUE

$3.1K

DAILY NBY

SALES

FIRST WEEK RESULTS

MEMBER EXCLUSIVE PRINT

61

AVE. DAILY UNITS

TEE SALES

241

AVE. DAILY UNITS

SHOE ACCESSORIES

RECAP

VIDEO

FIRST WEEK

RESULTS

On the morning of May 28, hundreds of consumers lined up outside Nike Bangkok Siam Center, waiting for the store to open before noon. Despite a strict limitation of only 30 people allowed inside the store at any given time (excluding staff) to allow proper social distancing, consumers patiently followed safety measures implemented by the store and mall just so they could get their hands on fresh product off the shelves.

$30.5K

AVERAGE DAILY SALES

(in USD)

TOTAL AT $213.6K

TRACKING AT $11M

REVENUE FOR THE YEAR

AVERAGE TRAFFIC

1.8K

AVERAGE DAILY TRANSACTIONS

262

AVERAGE

UNITS SOLD

804

ADPT

$115

UPT

3.1

CONVERSION

15%

30 PAX LIMIT

BESTSELLERS

CONSUMER INSIGHTS

"Wow! Huge store - extremely exciting!"

"Love the local artist collaboration that represents Thailand!"
 

"The NBY personalisation service is something we've never seen before in Thailand!"

"Great photo spots for Instagram - especially the LED Tunnel!"

#ONETEAM

Sincere thanks to teams across the world for making this store collaboration a success!

NIKE DIRECT NSP | SEA&I

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