Inside Nike’s Massive New Singapore Store: Experiences for Women, Fitness Programming and Product Customization
The three-level store, located at 268 Orchard Road, spans 28,000 square feet.
Nike just expanded its brick-and-mortar footprint in Singapore in a major way.
The athletic giant, in partnership with Middle East global retailer and distributor GMG, have opened Nike Orchard Road. The three-level store, located at 268 Orchard Road, spans 28,000 square feet. Nike confirmed via statement that this location is its largest mono-brand store in Asia, outside of China.
“Nike Orchard Road is a response to the growing love Singaporeans have towards sports,” Sanjay Gangopadhyay, VP and GM of Nike Southeast Asia and India, said in a statement. “Whether you are running your first mile or your 100th, doing yoga or shooting a game-winning basketball shot, Nike Orchard brings the best of sport to the city and celebrates all forms of movement. It is our newest, biggest sport hub in the region where all athletes belong.”
Inside, consumers will find Nike and Jordan Brand products for men, women and kids who are interested in performance, style and trends. Also, the store will feature Nike’s online-to-offline services and Nike-only digital experiences.
Nike Orchard Road has a strong focus on the needs of women and girls, and will do so by “creating meaningful innovation, design and experiences for her,” the company said in a statement. This includes Nike’s newest innovations in fitness footwear, bras and leggings. This comes to life on the store’s first floor, which includes a bra and leggings destination “to showcase the benefits she cares about most, including fit, feel and support,” and Nike said the store’s staff (which it refers to as store athletes) will offer expert product knowledge and assist with bra fitting.
Also, Nike Orchard Road includes its Swoosh Studio sport, wellness and creativity space. This space, Nike explained, will host holistic fitness and wellness programming with its trainers and coaches that are “designed with her in mind and serving all athletes.” The Swoosh Studio will also host style and creativity workshops “with a focus on amplifying her self-expression and confidence in sport and life.”
On the third floor, Nike included its Nike By You customization experience, where select footwear and apparel that is purchased in-store can be personalized. The customization options includes city-exclusive graphics and accessories. And for the opening, Nike Orchard Road will offer customization options by three local artists whose Nike designs, the brand said, “are inspired by both the pulse of sport and athlete stories of Singapore.”
“Together, with our long-term partner Nike, we are committed to bringing a best-in-class retail experience to Singapore and the region with Nike Orchard Road. We will continue to inspire consumers to win in sport every day in ways that make the world better,” Mohammad Baker, GMG deputy chairman and CEO, said in a statement.
The store is now open and its hours of operation are 10 a.m.-10 p.m. Singapore Time (SGT).
In its most recent earnings call, Nike Inc. reported Q2 2024 revenues of $13.4 billion, up 1 percent compared to the year prior.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.