Hammerson has announced that sportswear giant, Nike, will open its first ever ‘Nike Rise’ concept store in Birmingham at Bullring & Grand Central, reflecting the strategy to reinvigorate the asset with new brands, concepts and market firsts.
Located at the gateway to Bullring and just metres from the iconic steel ‘Bull’, Nike Birmingham will follow the Rise concept’s success across Asia and the US, when it launches later this year. This is the second Nike Rise to open in the UK and the first outside of London.
Pioneers in bringing accessible in-store tech to its customers, the 13,000 sq ft Nike Rise format will feature several data-driven elements that are specifically tailored to be unique to its location, and help shoppers make informed purchasing decisions. Nike Birmingham will also host local events for members including run clubs and in-store workouts.
Toby Tait, Director Asset Management, Hammerson, said: “This high-profile signing is yet again a clear sign of the value brands see in Bullring; its importance to the UK market and to all the people who live in, work in, and visit Birmingham. We are always looking to introduce new and exciting concepts across our portfolio, and Nike Rise is a great example of how we can combine a community focus with retail innovation here in Bullring.”
The signing of Nike Rise is the latest in a long line of brands that have chosen Bullring for a regional debut or flagship store. Kenji, the East Asian inspired homeware brand, opened its first West Midlands store at the destination late last year, and is set to be joined in 2023 by a regional flagship for leading sportswear retailer JD.
The signing comes amid a transformative year for Bullring & Grand Central as Hammerson continues to enliven the destination by introducing exciting new concepts, leading brands and partnerships. New entertainment and leisure brands for 2023 include Sandbox VR and Lane7, while high-profile brands set to open in the run up to Christmas include M&S, Bershka, Pull&Bear, Footasylum and Watches of Switzerland.
In parallel to the outstanding brand offer, and as a result of the increased focus on placemaking, Hammerson has also created new reasons for customers to visit, driving footfall and stronger levels of engagement across the destination. Recent highlights include Late Night Out, which saw Bullring transformed into a late-night venue – a market first. A new Club Paradiso, an Ibiza themed summer pop-up bar and the return of the much-loved B Side Hip Hop Festival and Birmingham Weekender.
