By  on July 5, 2011

LOS ANGELES — Salvation is here — at least Nike Inc.’s version of it.

The retail concept combining Nike, Converse and Hurley that began in 2009 with locations in Laguna Beach and Irvine, Calif., has gelled at the shopping center Malibu Village, where Nike has unveiled a 4,500-square-foot Salvation store intended to engage action sports customers with merchandise selected specifically for them and customization capabilities that turn boardshorts and other goods into personal art projects. Salvation is the latest Nike effort to bolster its action sports business, which is projected to more than double to $1 billion-plus in sales by 2015. Action sports took center stage at Nike last month with the launch of “The Chosen,” the company’s first “Just Do It” advertising campaign geared to the sector.

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