Nike Just Opened a Brand-New Store That Could Change Sneaker-Buying Forever

Nike just opened a new store, called Nike by Melrose, in Los Angeles.

It’s the first Nike Live concept store, which seeks to maximize speed and convenience by combining digital offerings with a 4,000-square-foot physical retail location.

Digital has been a huge focus for Nike recently as it continues to boost its offerings. The brand’s online sales rose by 41% in its most recent quarter.