Nike opens board sports store in Beijing

Nike is clearly going after the development of its board sports division. Six months after opening a Nike SB test shop in collaboration with Parisian retailer Snowbeach, the Swoosh swooped right into the Chinese market. The American brand has just opened an “action sports” store with 110 square meters of retail space on the Joy City shopping center in Bejing’s Xidan district.


Photos of the store in Beijing (photo: Nike)
“Skateboarding is growing quickly in China, and there are many fans of the sport in the Xidan area,” said Jason Zhu in a statement, GM for Nike Action Sports in China. “We chose this location to be closer to the skate communities. Many top athletes are already fans of Nike Skateboarding, and the new store will continue to bring Chinese skaters the most advanced products and best services available.”

And as proof of the brand’s high profile, skateboard legend Eric Koston and the pro-skater Sean Malto were on hand for the store opening. Eric Koston also introduced his new shoe model, the Koston 2, to be released only in April.



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