On July 9 Nike introduced a new, reactive store concept at its flagship in the Chinese city of Guangzhou. Called Nike Rise, the system tailors the shopping experience to individual “members” – that is, customers registered with one of its apps – and connects them to a community in the social-media sense. Nike sees the store as becoming a “responsive, data-powered hub.” In the description of Cathy Sparks, vice president and general manager of Global Nike Direct Stores & Service, customers can either connect through the Nike App or actually go to the store to “experience a digitally-enabled journey…that links them to the energy and activity of the city.” Meanwhile, the system adapts the look and feel of both the app and the physical store on the basis of the data it mines. A new feature on the app, Nike Experiences, notifies users of “sport-minded activations,” in-store workshops and events “hosted by the city’s network of Nike athletes, experts and sport influencers.” The store itself has a “personalization bar” called Nike By You, where customers can add touches to their purchases, and China’s first Nike Fit station for foot scans. More Nike Rise stores will follow next year.