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.
NIKE BY YOU
EXPERT SESSION (SP21)
WOMEN'S BY NIKE
MEN'S RTL, BASKETBALL, JORDAN
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
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 TRAINING + BASKETBALL
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.
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
NIKE BANGKOK LINE HUB
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.
Starting June, members can digitally queue up for special high heat styles released weekly through the Line Hub.
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.
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
NIKE BY YOU CLUSTER
TO TOTAL REVENUE
FIRST WEEK RESULTS
MEMBER EXCLUSIVE PRINT
AVE. DAILY UNITS
AVE. DAILY UNITS
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.
AVERAGE DAILY SALES
TOTAL AT $213.6K
TRACKING AT $11M
REVENUE FOR THE YEAR
AVERAGE DAILY TRANSACTIONS
30 PAX LIMIT
"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!"
Sincere thanks to teams across the world for making this store collaboration a success!
NIKE DIRECT NSP | SEA&I