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Nike Live arrives in Dubai

Region’s first concept destination opens at Dubai Marina Mall


Nike has opened the region’s first Nike Live concept in Dubai Marina Mall – Nike by Marina – complete with a welcome area, living room, and kitchen. Nike by Marina blends the brand’s digital and physical platforms, with a human-focused service that’s boosted by data insights.

The hub is now the touchpoint for the growing community of NikePlus members to engage with the brand, and a new destination for fitness, sports, and Nike fans to get involved with apparel drops, special collabs, and community events.

Expanding the pre-existing Nike store in Dubai Marina Mall, the revamped hub has a range of features unique to the Nike Live concept, including an artist rug and map curtains in the living room, a functional community message board in the welcome area, and cozy felt walls in the stalls.

Nike by Marina debuts several firsts for Nike in Dubai, including WhatsApp messaging for sales and inquiries. In addition, Nike by Marina offers products for men and women that are informed by local and bestsellers. Items that local NikePlus members love will be available alongside a bi-weekly delivery of fresh arrivals – a first for Nike in the region.