- Nike has permanently closed over a dozen of its small-format, neighborhood-focused stores across 13 U.S. states.
- First launched in 2018 as Nike Live and later rebranded as Nike Well Collective, the concept was originally planned to expand to up to 200 locations globally.
- The closures reflect a shift in Nike’s direct-to-consumer strategy as the company streamlines its physical retail footprint.
- CEO Elliott Hill stated that Nike is focusing on elevating store experiences, reducing online discounts, and rebuilding wholesale partner relationships.
- Despite the shutdowns, Nike continues to explore community-centric retail, recently partnering with Foot Locker to open Crenshaw Rec in Los Angeles.
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