Nike Live arrives in Dubai

David Cooper - Writer 17:58 09/12/2021
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  • Nike opens the region’s first Nike Live concept in Dubai Marina Mall: “Nike by Marina” – creating your new home of sport in the UAE – complete with Welcome Area, Living Room and Kitchen. Nike by Marina blends the brand’s digital and physical platforms, with a human-focused service that’s boosted by data insights.

    This is your neighbourhood Nike store, with a twist. The unique hub is now the touchpoint for the growing community of NikePlus members to engage with the brand, and a new destination for fitness, sports and Nike fans to get involved with apparel drops, special collabs and community events.

    Expanding the pre-existing Nike Store in Dubai Marina Mall, the revamped hub has a range of features unique to the Nike Live concept, including an artist rug and map curtains in the Living Room, a functional community message board in the Welcome Area and cosy felt walls in the Stalls.

    “Beyond brick-and-mortar, and instead of scroll and click, Nike by Marina is first and foremost a service hub for our local NikePlus community,” says Pradeep de Noronha, General Manager of Nike Middle East. “Dubai Marina is the perfect location to integrate our online and in-person experiences, within an environment that represents the hyperlocal future of Nike retail and customer engagement.”


    Visitors can begin their retail experience at the Nike Sneaker Bar – located in the Kitchen – with a host of Nike Experts available to discuss lifestyle and performance footwear, as well as the shopper’s unique needs. From consultation to fit and purchase, the Sneaker Bar could be the fastest shoe-buying experience, or the most thorough – based on the individual.

    Highlighting inclusivity and diversity, vibrant Nike illustrations wrap around the exterior, featuring Nike Live’s vibrant palette of bold, primary colours. “Designed From Her, for All” – the artwork was commissioned by Nike from a celebrated Brazilian artist, and portrays the message that sports, fitness and athleisure are universally accessible.

    Nike by Marina tells the story of being part of a community not a clique, and when they say, “Just do it”, that doesn’t mean doing it alone. Nike by Marina will become as a base for people to take the next step on their fitness journey, with apparel consultations, friendly advice and access to fun events.

    Nike by Marina debuts several firsts for Nike in Dubai, including WhatsApp messaging for sales and enquiries. In addition, Nike by Marina offers products for men and women that are informed by local and bestsellers. Items that local NikePlus Members love will be available alongside a bi-weekly delivery of fresh arrivals – a first for Nike in the region. Stock will also include a select level of city-exclusive merchandise as well as seasonal picks from Nike collections.

    Nike by Marina opened at Dubai Marina Mall on 30th November 2021.


    For more information about Nike by Marina, please contact:

    [email protected]

    050 163 5406