Nike has chosen the trendy Ipanema district of Rio de Janeiro as the location of its first “Brand Experience” store in Latin America. Fully owned and operated by Nike, the store has three floors covering a total of more than 1,200 square meters, and a Brand Space at the top for special events. It has different sections focusing on football, running, sportswear and action sports, including areas where consumers may try out products. Predictably, the largest area is occupied by football, as Nike is intensely involved with the Brazilian national football team and an increasing number of regional teams. Nike has only 15 Brand Experience stores around the world.

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