Nike Rise, the fourth retail concept of the American sportswear giant, opens in Chin in Guangzhou. After ‘Nike House of Innovation’, flagship store in major cities around the world such as New York and Shanghai, ‘Nike Live’, a new neighborhood concept and ‘Nike Factory’ outlets, Nike hopes with the new format to capitalize on the efforts undertaken in digital in the last period. The store, over 2 thousand square meters divided into three floors, is located near the Tianhe Sport Center in Guangzhou. Inside, customers will be able to find, in addition to products, experiences and services connected to the Nike app, such as Nike Experiences, a new function that acts as a platform for members to connect and participate in sports in that city. In addition, the Nike Fit tool launched in the United States last year will be used in the store for the first time in the Asian country, which scans the feet of customers and through an analysis allows you to recommend the best shoe for each.