Over the last couple of years, many of the most well-known retailers in the U.S. have struggled and many have closed, including several household names.
While retail foot traffic is approaching pre-pandemic levels and is expected to surpass those levels this year, commercial real estate company CBRE reported in May, retail is not what it once was.
Retailers that are able to meet the demands of today’s omni-channel environment — i.e., having brick-and-mortar stores that complement their online presence — are doing better than those that don’t.
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The shopping center industry association, ICSC, estimates that opening a store can boost a retailer’s digital sales by nearly 7%. Conversely, closing a store can suppress digital sales by 11.5%, according to CBRE.
Now legacy retailers are coming up with ways to bring attention to their brick-and-mortar locations by collaborating with other iconic brands and throwing in special events to make store visits even more enticing.
Take Nordstrom. The retailer has partnered with everyone from Zabar’s (the specialty food store in New York City) to New Balance and Ugg on limited-time pop-ups that feature special events.
Nordstrom’s latest collaboration is with Nike (NKE) .
Nordstrom and Nike are collaborating on special events and products.
Image source: Shutterstock
Nike and Nordstrom host a limited-time pop-up together
Nordstrom just unveiled “Nike Running @ The Corner,” a limited-time pop-up at its flagship location on 57th and Broadway in New York City.
The boutique will feature some of Nike’s best-selling shoes, including the Pegasus, Vomero, and Structure lines, plus running apparel.
A customization service is also available.
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Like Nordstrom has done with previous pop-up collaborations, the space doubles as a community hub where customers can take classes and workshops.
On the calendar for the run of the Nordstrom/Nike pop-up are weekly runs, recovery sessions, ice-bath workshops, and stretching workshops, all designed to engage runners of all levels.
“We want Nike Running @ The Corner Nordstrom NYC to be our love letter to runners: a celebration of movement, mindset, and personal style,” Nordstrom’s Senior VP of Creative Olivia Kim said in a company statement.
Nordstrom and Nike events in New York
Giving people a reason to come down to the store rather than just shop online is behind the series of events Nordstrom and Nike are hosting.
Here’s a sampling of what’s in store for people who come to the store:
- Nike Morning Miles: Join Nike every Friday starting through August 29 at 7:30 a.m. for Morning Miles — a 5K group run led by Nike Running Coaches, designed for all paces and experience levels, followed by recovery, giveaways, and more.
- Nike Ready, Set, Go: Join Nike every Wednesday starting August 13 at 6:30 p.m. for a Ready Set Go Runs — a beginner-friendly run session led by Nike Run Coaches. Expect a mix of movement, education, and motivation to help you build confidence and find your rhythm. All paces are welcome.
- Ice Bath Workshops: Come cool down with us! Whether you’re brand new to ice baths or have been plunging for years — we’ve got you covered. Join Nike trainer and founder of Ice-Cold Club, Lauren Schramm, for an Ice Bath Workshop held on August 17 and August 24.
- Stretching Workshops: Stay injury-free with sessions hosted by StretchLab, focusing on flexibility and recovery, held August 10 and August 31.
The Nordstrom and Nike collab will run through September 2, 2025.
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