It's common for Nike Stadium locations, such as this one in London, to invite basketball or soccer athletes to speak directly with customers. Retailers hope that providing a theater-like space for community performances or Nike-sponsored chats will engage visitors more effectively than a conventional retail space.  Photo 2 of 9 in Designing Retail: Nike Stadium by Tim Newcomb

Designing Retail: Nike Stadium

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It's common for Nike Stadium locations, such as this one in London, to invite basketball or soccer athletes to speak directly with customers. Retailers hope that providing a theater-like space for community performances or Nike-sponsored chats will engage visitors more effectively than a conventional retail space.