Nike has opened its first action sports-specific store in China in Beijing.

The store is located on the fifth floor of Joy City shopping center in the Xidan district, the heart of the city’s skateboarding community.

At 110sqm, it is Nike’s largest action sports store yet in Greater China. It offers shoppers a full range of the latest Nike action sports footwear and apparel.

“Skateboarding is growing quickly in China, and there are many fans of the sport in the Xidan area,” said Jason Zhu, GM, Nike Action Sports in Greater China.

“We chose this location to be closer to the skate communities. Many top athletes are already fans of Nike Skateboarding, and the new store will continue to bring Chinese skaters the most advanced products and best services available,” said Zhu.

The store features a table with tools where customers can fix their boards.

Famed Beijing graffiti artist Li Qiuqiu created a painting in the store inspired by Nike SB athletes Koston, Paul Rodriguez, Omar Salazar and Che Lin. Brick walls and graffiti manhole covers add strong local flavor to the modern space.

GB