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.
Siam Center Mall
M / W / NBY
Premier Residential Hub
M / W / KIDS
WOMEN'S BY NIKE
MEN'S RTL, BASKETBALL, JORDAN
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.
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.
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
INFINALON (YOGA) + WOMEN'S BY NIKE
NIKE TRAINING + BASKETBALL
Seasonal innovation download through physical EKIN Clinics
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.
AVERAGE DAILY SALES
SALES FOR 17 DAYS AT $253K
TRACKING AT $6M
REVENUE FOR THE YEAR
OPENING DAY TRAFFIC
AVERAGE DAILY TRANSACTIONS
OPENING DATE CONVERSION
30 PAX LIMIT
"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!"
Thank you to our teams across Thailand, SEA&I, and APLA for making this store opening a success.
NIKE DIRECT NSP | SEA&I