Nike has just opened the doors to Nike West London in Westfield Mall, London – a cutting-edge hub connecting sport, the city, and athletes with a bespoke shopping experience unlike any other.

The two-story, 17K ft2 (1580 m2) store has been designed to get members moving, empowering and equipping athletes to make sport a daily habit. The store is that latest expression of the Nike Rise concept, which offers a first-of-its-kind, unique digital and offline experience that serves athletes better and enabling real-time, responsive and localised sport stories.

The store’s LED screens at the entrance provide unparalleled interconnectivity with Nike’s activity apps Nike Training Club and Nike Running Club, with the store ever-evolving over time and reactign to real world results from those apps to inspire athletes to move.

Nike West London also features the first-ever Inside Track Table in Europe, an interactive footwear comparison tool. Want to work out whether whether the tech in a Mercurial or Tiempo boot is better suited to you while learning about the specs of each model? Now you can, with Inside Track allowing consumers to read reviews and real-time information of Nike footwear and make informed purchase decisions at the touch of a button.

To help protect the future of sport, Nike West London also highlights Nike’s efforts in sustainability, with the retail experience also achieved gold LEED certification for its sustainable features throughout the building. An example of this is the 44 tonnes of embodied carbon were saved during construction by switching over to clay works for the interior wall finishes.

The store’s workforce – Nike athletes – represent 15 nationalities and speak 43 different languages, with a bespoke pop up customisation desk featuring unique, West London focussed Nike graphics created specially for the store by local artists.

Get a closer look at the store below and visit Nike West London, located in Westfield Mall, now.

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