Opening of the Nike Unite store postponed to 2023

The opening of the Nike Unite store at 910 Ellsworth Dr. in Downtown Silver Spring appears to have been delayed to 2023, according to signage posted at the storefront.

The previously announced November 3 opening date has also been removed from the store’s Google listing.

We originally announced in June that Beaverton, Oregon-based Nike would open a downtown Silver Spring outpost of the company’s Nike Unite concept store, which was announced in late 2020. “Nike Unite Exists to serve and celebrate the people of each local community, and each store is designed to reflect their hearts and minds,” the company said in a statement. “Consumers are greeted by an in-store community wall featuring showcasing the store team and local partnerships, and design elements throughout the space also seek to tell the story of the community. From local landmarks to local athletes, the design allows local residents to feel represented in the space.

The Downtown Silver Spring store is part of Nike’s plan to open 200 stores in the United States and Europe. Stores, which offer digital technology – such as self-checkout through the Nike app and in-store pickup for online orders – will play a key role in Nike’s direct-to-consumer efforts.

Nike CEO John Donahoe originally announced the store plan during the company’s 2020 quarterly earnings call. “I would characterize this investment in these new doors as an ongoing investment in our digital future,” said Donahoe. “With soft goods like clothing, they may want to reserve it online and try it on in store. They may want to be in a store and buy something that’s not in the store due to inventory, and the “associate uses a digital device to purchase it and get it shipped home. And so consumers increasingly want a consistent and seamless physical and digital experience, and so that’s what we’re committed to delivering.”

According to Business Insider, new stores are planned in Louisville, Kentucky; Lexington, Kentucky; Liverpool, England; Harlem in New York; and Fresno, CA, in addition to the downtown Silver Spring location. Nike employees posted on social media saying stores will open in Washington, DC, New York’s North Bronx and near Salt Lake City.

PoPville reported the Nov. 23 opening of a Nike Unite store in the district’s H Street corridor; another location recently opened in Fairfax, Virginia.

Nike officials did not respond to multiple requests for comment.

Photo by David Lay

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