Nike’s latest flagship store, recently unveiled in the heart of Singapore, marks a significant milestone for the sportswear giant. The Nike Orchard Road store, a sprawling 28,000 square-foot sport hub, promises to be more than just a retail space, offering a revolutionary sport performance-led experience for athletes of all ages.Partnering with GMG, a global retailer and distributor based in the Middle East, Nike’s new store is one of the largest stand-alone Nike stores in Asia, outside of China. Three levels showcase a curated assortment of Nike and Jordan brand products, emphasising performance innovation, style, and the latest trends.At the heart of Nike Orchard Road is a dedication to women and girls in sport, reflecting Nike’s commitment to creating meaningful innovations, designs, and experiences tailored to their needs. The store boasts a redesigned bra and leggings destination on the first floor, emphasising fit, feel, and support, with Nike store staff providing expert guidance on product knowledge and bra fitting.However, in other ways, Nike Orchard Road transcends traditional retail boundaries, featuring the Swoosh Studio – a multifunctional space dedicated to sport, wellness, and creativity. Here, athletes can engage in holistic fitness and wellness programs led by Nike trainers and coaches, designed with a focus on women and serving all athletes.To add an extra layer of excitement to the grand opening, Nike Orchard Road hosted the first-ever Singapore performance by NewJeans, an all-female group known for breaking barriers and redefining the boundaries of sport and culture. The collaboration didn’t stop at the performance; Nike Orchard Road introduced a special Nike By You customisation experience on the third floor. Nike members were given the unique opportunity to personalise select apparel with exclusive Nike By You x NewJeans graphics, inspired by the pulse of sport and the vibrant athlete stories of Singapore.The Air Max 90 LV8, a statement-making sneaker with stacked Nike Air units, played a central role in the store’s exclusive offerings. The iconic silhouette, elevated with extra cushioning and height, epitomises Nike’s dedication to merging style and functionality.The current state of affairsAccording to Sanjay Gangopadhyay, Nike’s VP and GM for Southeast Asia and India, Nike’s goal is to make sport more accessible to the communities it serves. “We see the love for sport growing in Singapore and in Southeast Asia. Nike Orchard Road will be a sport hub that will build sport communities through our inclusive product range, 365 sport programming in Swoosh Studio, online-to-offline experiences and by connecting consumers to the city through local elements by engaging Singapore-based designers,” he told Inside Retail.He went on to say that Nike believes women and girls are the future of sport, and the company is committed to creating meaningful innovation, design and experiences for them.“Through our activity apps (Nike Training Club and Nike Run Club), we’re creating unique digital and offline experiences that inspire more athletes to see themselves in sport,” he added.Gangopadhyay said that the store will expand the definition of sport beyond performance to include self-expression, self-improvement and sport connection in the community to welcome more consumers in.“Across three floors, Nike Orchard Road will serve athletes of all ages and offer the latest and best Nike and Jordan sport performance footwear and apparel, plus a selection of favourite lifestyle products across running, basketball, women’s fitness, kids, golf and lifestyle,” he noted.The bigger pictureAs the largest mono-brand Nike store in Asia outside of China, Nike Orchard Road is a statement of intent from the company about the region’s importance in the grander scheme of things.“Southeast Asia and India are seeing continued growth in sports and its largest youth population will see a generation of rising champions,” Gangopadhyay pointed out.He went on to say the company is committed to bringing more women and girls into sport, and the store leads with innovation in running, fitness like bras and leggings, as well as period protection, plus size and modesty offerings.“To respond to the large youth population in the region, Nike Orchard Road has a personalisation counter where youngsters and also adults can use Nike By You designs and patterns and create their own bespoke tees, totes and caps,” he said.Customers come firstThe store also has a ship-to-store service that allows customers to buy online and have their packages delivered to the store for pick-up where they can match their products to other merchandise or get expert advice on footwear and apparel styling.“All products have QR codes placed next to them on the wall next to them which provides consumers quick access to information about the footwear – whether it is for road, race or trail running as well as product specs,” he stressed.To make sport their daily habit, consumers can also book slots at Swoosh Studio or for other activities like women’s styling sessions directly via the Nike app.“A main feature of the store is a three-storey high Sport Pulse, a digital platform that connects consumers with sports in the city through locally relevant and authentic storytelling,” he revealed.Ultimately, Gangopadhyay reiterated that Nike is a growth company and is committed to bringing sport closer to athletes whether they are emerging or professional. “We have the largest athlete partnerships in the region as well as serve our consumers by bringing innovations in running, football, basketball, holistic fitness, dance and running which serve both lifestyle and performance objectives of our audiences,” he concluded.