Nike reopens enhanced Harajuku store

By

Robin Driver

Published
Jul 17, 2019

Global sportswear giant Nike has opened the doors of its newly remodeled store in Tokyo’s buzzing Harajuku neighborhood, unveiling an updated retail location with enhanced services and digital integration.
 

New features at the store – one of Nike’s most popular locations in the Land of the Rising Sun – include a dedicated Nike Women’s floor offering the largest selection of the brand’s women’s products in the country. The store also features artworks from local Tokyo artists, such as Ran Tondabayashi.
 
On top of this, customers will now be able to reserve and scan products, unlock rewards and benefit from instant checkout, among other new services, all through Nike App at Retail. The Nike App launched in Japan in December 2018 and has seen high engagement from NikePlus members.

The location’s new services and expanded layout mirror the recent refit of the NikeTown London store, itself inspired by the Nike House of Innovation flagships in New York and Shanghai opened at the end of last year.
 
With their upgraded suite of services, flexible layout and focus on customer experience, Nike’s latest new or remodeled locations reflect wider trends in brick-and-mortar retail as companies increasingly look to differentiate themselves from their competitors through digital integration and experiential innovation.

Nike’s refurbished Harajuku store is located at 1 Chome-13-12 Jingumae, Shibuya City, Tokyo.