Nike has opened more than 600 brand shops environments inside JCPenney stores.
The two brands say they have teamed up due to the rapid growth of the activewear sector. The new Nike shops boast “pumped-up visual elements” featuring world-class athletes and crisp signage to help shoppers find the best gear for basketball, training and running. The shops also feature an expanded assortment of apparel and accessories from one of the world’s leading activewear brands.
“Nike is immensely popular across all categories and with the rapid rise of activewear and athletic shoes, we want to have the best expression of Nike in any department store,” said John Tighe, chief merchant for JCPenney. “JCPenney is an activewear destination, and by partnering with a perception-shifting national brand like Nike, we can deliver both the performance and athleisure products that customers want.
Shoppers browsing our new Nike environments will be both inspired and motivated to take their athletic wardrobe to the next level.”
Anchored by an impressive Nike swoosh sign suspended above the shop, JCPenney has dedicated 500 sqft. of space to the activewear giant in a prominent location within the men’s department. Motivating graphics of athletes adorn the shop walls and updated fixtures, combined with dedicated mannequins, present the merchandise in an inspiring light. The iconic Nike logo is emblazoned throughout the shop and popular activities, including basketball, training and running, are called out with new signage to help customers shop quickly and easily. The JCPenney and Nike teams worked closely together to test various visual elements at a JCPenney store in Portland, Oregon, to create the inspiring environment for the men’s department, now available in 600 locations across the country. Similar visual elements are available in select stores for women and kids.
The Nike selection at JCPenney will be featured throughout JCPenney marketing, including weekly sales circulars, direct mail, email and social media. Nike complements a robust assortment of fitness and athleisure brands available at JCPenney, including the retailer’s private brand, Xersion and an exclusive brand, MSX by Michael Strahan.
