the nike museum

In John Sherry’s visit of Nike Town Chicago with the two industrial designers, he is introduced to the concept that the NTC is much more than a simple retail store, but that it is a museum in its own respect. The fact that it is of the same caliber tourist attraction as Chicago’s other main sites, the Museum of Science and Industry and the Art Institute, says a great deal about the impact of this Nike store. The store is able to accomplish much more than any other retailer that sells Nike merchandise; it showcases the pieces in a way that would lead an observer to respect the quality and originality of the good.

More than just showcase the Nike Merchandise, the store succeeds in teaching the average consumer as well. To the athlete, the store highlights the newest and most innovative shoes, apparel and equipment that any serious player should have. In addition the store acting as a teacher, the consumers can become the teachers as well. “Look at all these parents showing their kids around; they’re teaching. Just like a museum” (Sherry 111).

These Nike Stores that exist in various cities other than Chicago work to showcase their products around the world. They exist as a series of “museums,” that not only allow people to observer and admire their products, but also to test the items for themselves.