Nike has re-opened a store, called Blue Ribbon Sports like the original name of the company, to serve as a community space for runners in Santa Monica, California. First opened in 1967 by Nike's first employee, the original Blue Ribbon Sports store served as a hang-out for so-called “oddball athletes.” While it is now mainstream, running was at the time a niche sport. Like Nike's new House of Innovation in New York City or its community spaces, such as the fitness studio 45 Grand in New York City, the new store takes up a grassroots ethic that the company strives to maintain in all its Nike Direct projects.

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