Nike store opens in Glendale with a ‘swoosh’
Pulling out a pair of Nike shoes with red toes and blue heels at the grand opening of the Glendale Nike store on Thursday morning, Kenneth Aram exclaimed, “It’s cool that they have these!”
“I wanted to see what was going to drop,” said Aram, explaining why he trekked from Pacoima to be one of the first to explore the 5,470-square-foot store located in the Americana at Brand.
According to Aram, the shoes he was holding, the Air Jordan 1 “UNC to Chicago,” were released in Chicago during All-Star week, but were made available at the new store “as a treat” for dedicated sneaker-heads like himself.
Nike by Glendale is the world’s fourth “live” store, or small-format store offering rotating experiences and services tailored to the local community, according to Angineh Storino, a Nike spokeswoman.
It’s the third “live” Nike store in the Los Angeles area. The first opened on Melrose Avenue in 2018.
Some attendees, like Bobby Starks-Gera, heard the commotion from her apartment balcony across the way and decided to use the opportunity to replace her old shoes.
“[It’s about the] ease to shop,” said Starks-Gera, pulling on a pair of neutral-colored walking shoes. “I’m a single mom, so I needed shoes. They’re right here. I bought them.”
Convenience is key in the sprawl of the city and surrounding areas, according to Storino.
“We know 5 miles sometimes can take an hour to travel, and I think opening up these community stores with these live concepts can really go a long way in serving the consumer that lives within the area,” said Storino, a Glendale native.
A rotating selection of shoes and athletic gear is “really informed by what is relevant, popular, most-searched-for or highly purchased items in the area, for the consumers that live around here,” Storino said.
That means, by and large, items will be influenced by Glendalians’ tastes.
During the opening, a line formed in front of what the brand calls an unlock box — a vending machine of sorts that allows Nike members to scan a bar code once a month for some swag. This month, the offering is socks.
The company’s signature “swoosh” insignia peeked out from every corner — on shoes, running shorts, the store exterior, and even on donuts and lattes handed out as part of the grand-opening celebration.
As part of the “live” concept, the store will host one-time and recurring events and services, including shoe cleaning, a nail bar, yoga classes and group runs. A community board at the store lists the dates and times.