Nike Style debuts in HK to redefine sport culture and lifestyle

Following its launch in Seoul and Shanghai, Nike’s retail concept, Nike Style, has officially landed in Hong Kong, redefining the intersection of sport culture and lifestyle, offering a bold and immersive experience that reflects the energy of the city.

Located in the heart of Canton Road, the store acts as a retail space and a creative studio for the next generation to explore personal style and self-expression. It also represents a key milestone in Nike’s ongoing retail innovation journey.

Built around the concept of "Your sport style studio", Nike Style Canton Road is designed to inspire creativity, empower individuality, and foster community. The store brings together trend-forward products and local storytelling - presenting a new vision for sport retail culture and marking a significant step in Nike’s sport lifestyle retail strategy.

Spanning over 3,000 square feet, the new store blends immersive retail with digital innovation to elevate the shopping experience. Seasonal highlights are showcased through digital displays that spark fresh styling inspiration. The store also features special trend-driven collections, allowing consumers to explore the latest in Nike fashion. Launching with the debut theme “Next Gen football,” the space brings football culture into streetwear - offering a bold, forward-looking take on sport style for the next generation.

From furniture and display fixtures to lounge seating, the store incorporates recycled materials and Nike Grind - a sustainable material made from recycled shoes and manufacturing waste throughout the store design. This integration of eco-conscious design and creative expression reflects Nike’s ongoing commitment to sustainability. By merging sustainable innovation with bold style, the space brings to life a vision where values and aesthetics coexist in every detail.

Meanwhile, the store’s personalised hand-drawn Swoosh façade, created by the Nike Family, serves as a visual centrepiece and symbol of community expression. Each stroke represents a unique style perspective, coming together to form a collective celebration of creativity and belonging.

These efforts reflect Nike’s deep connection with the evolving mindset of the next generation, according to the release. "More than just a retail space, it’s a creative platform - one that sparks inspiration, fosters self-expression, and brings communities together."

To celebrate the Hong Kong launch, Nike has invited local athlete Stephanie Au Hoi-shun to make a special appearance at the store, showcasing a look infused with Nike Style’s creative spirit. She wore the Nike Sportswear Chill Knit top inspired by classic jerseys, paired with the futuristic Nike Air Max Muse sneakers, and a custom bag crafted from Nike shoelaces, translating performance into personal style.

"Nike Style is a space where athletes, creators, and trendsetters can express themselves freely and redefine the boundaries between sport and lifestyle. I’m thrilled to see how sport and fashion are merging in such an innovative way, empowering us to showcase our unique styles beyond the field. I believe Nike Style will inspire more young people to boldly explore their identities and interpret sport culture in their own way," Au said.

Meanwhile, local singer Hung Ka-ho also appeared at the opening event in a millennium-era football-inspired look, wearing the Nike Total 90 jersey paired with Nike Gato sneakers - a tribute to his love for football culture.

He shared: “Nike Style Canton Road is more than just a retail space; it’s a place where sport lifestyle culture is seen, shared, and celebrated. As a football fan, I’m especially drawn to the ‘Next Gen Football’ theme. It’s not only about showcasing the style of the game - it’s about inspiring the next generation to embrace the sport with fearless creativity and passion.”

MARKETING-INTERACTIVE has reached out to Nike for more information.

Don't miss: Nike unveils horror-themed brand identity to reshape football’s future

Beyond its store expansion, Nike Football recently took aim at “boring football” with its latest global campaign, "SCARY GOOD", a surreal, horror-inspired creative push that champions goal-focused football and pays tribute to some of the world’s most electrifying strikers. 

The campaign goes beyond typical brand storytelling, positioning itself as a creative manifesto that celebrates fearless and instinctive attack-focused football. With a tone that blends satire and spine-tingling spectacle, "SCARY GOOD" revives the bold energy that has defined Nike’s football DNA, while inviting the next generation of players to rewrite the rules of the game.

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