Nike has extended its “Nike Live” store concept to Long Beach, California, and the Shibuya ward of Tokyo. The company opened an “experimental digital-meets-physical retail pilot,” called Nike by Melrose, in West Los Angeles in July of last year. To stock the store, Nike extrapolated from 18 months of consumer data it had collected with Nike.com, its apps and Nike+, the tracker embedded in certain shoes to report run and walk histories to smartphones and similar devices. The goal was to deliver exactly what the consumers in that neighborhood wanted. Like Nike by Melrose, the two new stores will draw from the purchasing and other habits of the local population.

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