US sportswear brand Nike has opened its largest store in the Middle East and North Africa at Dubai Mall.
The new shop, which comes through a partnership with UAE retailer Sun and Sand Sports, spans 3,290 square metres.
Inside customers can choose from a variety of sections including the Nike personal experience, where they can customise shoes and clothing such as laces, straps, buttons, markers and labels with artwork and other features.
A dedicated women’s salon section also features a fitting room and a lounge where women can shop with their friends in private and listen to their own music.
Other unique details include a flexible trial space, designed as a small basketball court, to allow the Dubai youth to put their new sneakers to the test.
In addition, there will be access to the Nike community hub, a place for customers to connect with athletes.
The opening coincides with the launch of the Nike HyperAdapt, which is claimed to be the first fully functioning athletic shoe that electronically adjusts itself to your foot.
NikePlus members will get the chance to participate in different events and experiences at the store and receive early access to new products.
They will also have access to the easy shopping experience and the ability to get items delivered to their homes at no extra cost.
Nike is holding a number of events to celebrate the December 1 opening, including customisation sessions.
The Nike store will be open seven days a week from 10:00am to 10:00pm.