Nike Live, the brand's digital-forward storefront, coming to Hyde Park Village
Nike has invested heavily in building direct sales in order to counter the consumer shift to online shopping, and now it plans to open a digital-forward Nike Live store in Hyde Park Village in Tampa

By Ashley Gurbal Kritzer
Tampa Bay Business Journal
Published:

Nike plans to open a cutting edge, digital-first Nike Live storefront in Tampa's Hyde Park Village.

The athletic apparel giant has filed plans with the city for a 4,652-square-foot store at 1520 W. Swann Ave. — a portion of the long-vacant block once occupied by LA Fitness. A spokeswoman for WS Development, the Boston-based owner of Hyde Park Village, declined comment Thursday.

Nike Live is a new concept for the company that launched in 2018 in Los Angeles; stores have since opened in Long Beach and Tokyo, and another is under construction in Atlanta's Ponce City Market.

The storefronts are heavily focused on NikePlus members, and inventory is determined by online Nike sales. Matt Friend, chief financial officer, said on a March earnings call that the Nike Live stores are a "concept that’s intended to unlock significant growth in the women’s marketplace."

In Hyde Park Village, Nike Live will go head-to-head with one of the biggest players in athletic apparel: Lululemon, which recently located its store in the village and now carries a larger selection of men's apparel.