Ryan Podskoch NikeTown is the name that Nike the sport shoe and apparel manufacturer gives to six of their NikeTown stores throughout America. At these NikeTown stores Nike creates a retailing concept that is aimed at creating brand awareness about Nike in an "informative and fun way".Today there is a consumer trend towards entertaining the consumers because now more than ever customers are bored with ordinary shopping experiences. Today just offering convenience and good prices isn't good enough. Because of this consumer trend, Nike created its retail strategy aimed at creating brand awareness by opening their own retail outlets and designing them in such a way that they are entertaining and are directed toward users of sports shoes and apparel.By owning the NikeTown stores Nike created the outlet store shopping experience but in a different way than traditional outlet stores. At NikeTown, Nike's objective isn't to improve their revenues from irregulars, product overruns, or merchandise returned by retailers, rather it enables Nike to "provide Nike the opportunity to present the full scope of Nike's sports and fitness lines to our customers and educate them on value, quality, and benefits of Nike products". Nike's thinking is that the customers who do not make a purchase at NikeTown will be more likely to buy a Nike product in the future from one of their retail accounts....
