Last August 27, 2020, we successfully opened our second Road to Rise concept store in Bangkok, in one of the best mall in SEA known as Icon Siam.  The mall is known as the “ Mother of All Malls” with more than 500 shops that offers high-end brands, and 100 impressive range of restaurants from more than 30 different countries. The mall is situated on the beautiful west side of Chao Phraya river, that completely serves the Bangkokians with best Nike products and an elevated consumer experience and services.

EAST SIDE

NIKE BANGKOK

Siam Center Mall

Tourist Spot

M / W / NBY

WEST SIDE

NIKE ICON

IconSiam Mall

Premier Residential Hub

M / W / KIDS

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STORE SIZE

9,162

SQ. FT.

CATEGORIES

W RTL

M RTL

BASKETBALL

JORDAN

KIDS

SERVICES

BRA FITTING

FW TRIALING

WOMEN'S BY NIKE

MEN'S RTL, BASKETBALL, JORDAN

KIDS

NIKE ICON LINE HUB

The NIKE ICON Line Hub serves our consumer as a one-stop hub where they can find store information such as location and new product offerings and member events.

FIRST WEEK

USER LOGINS

NEW BCRM

USERS

UNIQUE VISITS

TO HUB

TOTAL VISITS

TO HUB

NIKE MEMBERS' EVENT

On September 12, a members' exclusive event was held at NIKE ICON Terrace area for selected participants of the Alphafly Next% RUN FOR IT Bangkok challenge.


 Our members was treated to a VIP shopping experience, a special EKIN session, and an opportunity to meet one of our biggest stars and influencers: Rachwin, Big, Bell and Linda. 

GETTING READY

Three weeks prior to store opening, our ATSE & EKIN teams delivered training sessions through the course of one week. Over 40 store athletes participated, with modules focusing on services, key innovations, consumer mindsets and categories.

A T S E  &  E K I N

ATSE TRAINING SESSIONS

  • BRAND HISTORY & HERITAGE

  • HOW OTHERS SERVE ( MARKETPLACE VISIT EXERCISE + GROUP WORK )

  • HOW NIKE SERVE

  • RETAIL STORE IMMERSION

  • RECAP + PITCHBACK

EKIN EXPERIENCE SESSION

  • CORE TECHNOLOGIES: FOOTWEAR + APPAREL

  • NIKE RUNNING

  • INFINALON (YOGA) + WOMEN'S BY NIKE

  • NIKE TRAINING + BASKETBALL

  • NIKE SPORTSWEAR

EKIN GEEKS

Seasonal innovation download through physical EKIN Clinics

EKIN SPEAKS

Our NTC Trainer and certified yoga instructor - Jackie as a guest speaker to talk and share her Yoga experience and yogis mindsets.

IN-STORE TRAINING SESSIONS

 Additional sessions were conducted inside the store to support product knowledge and strengthen athlete service training during the store opening setup.

17 DAYS RESULTS

Consumers lined up with excitement , highly  anticipating the opening of Nike Icon's store, and the launch of Nike Zoom Vaporfly Next % and the new  Nike Tempo Next%. This energy was sustained throughout the week, as we continuously released a series of highly coveted FW products. 

$15K

AVERAGE DAILY SALES

(in USD)

SALES FOR 17 DAYS AT $253K

TRACKING AT $6M

REVENUE FOR THE YEAR

OPENING DAY TRAFFIC

750

AVERAGE DAILY TRANSACTIONS

115

AVERAGE

UNITS SOLD

167

ADPT

$130

UPT

1.45

OPENING DATE CONVERSION

28%

30 PAX LIMIT

BESTSELLERS

CONSUMER INSIGHTS

"Love the store! Very luxurious and bright!"

"Very impressive and unique! Kids products are available in all categories"
 

"Super clean and spacious! It's a must visit Nike store!"

"This store is spectacular! Once you enter the store you will say "WOW!"

#ONETEAM

Thank you to our teams across Thailand, SEA&I, and APLA for making this store opening a success.

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NIKE DIRECT NSP | SEA&I