[EXCLUSIVE] Global Sports Brand Quietly Shutters Two Atlanta Stores

Nike has closed its two "Live" stores in metro Atlanta.  The stores - located in Ponce City Market in Atlanta and Avalon in Alpharetta - opened in November and December 2021, respectively. 

The company did not provide advance warning of the closures to its employees or customers, with both closing for good as of the end of normal business on Monday, July 13.   ToNeTo Atlanta visited the Ponce City Market store late Tuesday and found it still fully stocked as if it were just closed for the night.  

A real estate source told ToNeTo Atlanta earlier this year that Nike was looking to close its store at Ponce City Market but there was nothing at the time to substantiate that speculation.  

When the stores opened, they were part of an extended expansion of the "Live" format which was meant to be boutique in feel with a more curated selection of locally-relevant merchandise as well as customizable product.   

Nike debuted their "Live" format in July 2018 with "Nike by Melrose" on Melrose Avenue in Los Angeles.  The experiential store was initially exclusive to members of the NikePlus loyalty program, but eventually was opened to all customers.  

The company initially called the store "incredibly successful" and went on to add several additional locations.  Industry trade magazine Retail Dive named the "Nike Live" concept its "Store Concept of the Year" in 2018.  

Despite the initial success, the concept seemed unable to maintain its momentum while Nike as a whole faced increased competition from "challenger" brands like HOKA and On, both of whom have taken footwear business from Nike.  

In January, Nike closed its five-story, 55,000 square foot flagship store in SoHo New York after about ten years in business.  IKEA parent company Ingka Group purchased the property for $213 million and plans to open its own flagship in its place.  

In addition to the two "Live" closures in metro Atlanta, Nike also closed their "Live" store at Fenton in Cary, North Carolina Monday.  The company also closed its original "Live" store on Melrose Avenue in Los Angeles as well as their store in Naperville in suburban Chicago.  Nike has not commented publicly about the closures, but the concept seems to be getting phased out with some of its features incorporated into remaining stores such as at the more than 20,000 square foot "flagship" at Lenox Square in Buckhead, which debuted in 2013 and will remain open.  

In addition to the store at Lenox Square in Buckhead, Nike also operates several "Factory" stores in and around metro Atlanta including those at Atlantic Station in Atlanta, The Outlet Shoppes at Atlanta in Woodstock, North Georgia Premium Outlets in Dawsonville, and Tanger Outlets in Commerce.  

Are you surprised to see Nike close its stores in Ponce City Market and Avalon?  Did you ever visit either store?  What would you like to see open in each of the stores?

Please share your thoughts below.