t Niketown in 1999. As part of the new NikeiD team customisation concept, Nike is giving team consumers the destination to gear up with their own custom footwear, apparel and equipment. With more than 115 key styles that can be customised on site, groups have the power to create authentic Nike team gear for practice, intramurals or just for fun with name, number, and sport logo. It’s a portal into a design community, both virtual and hands-on, for consumers to share ideas, concepts and bring NikeiD to life for teams. Premium online NikeiD is also available at the new retail location. The store will also feature new runners’ services and Nike+ Run Club. Founded as a running company, it offers runners more from their run and the chance to join a local community of runners. As part of Nike+ Run Club, participants can test-drive the latest Nike footwear and tune into their experience using Nike+, the exclusive technology that allows runners to connect their iPod or iPhone to their running shoes while tracking distance, pace, calories and more. Training is offered at all levels, allowing runners to choose a three-, five- or seven-mile running route, receive expert tips from Nike store athletes and Nike+ VIP treatment at events. New iMac stations and wireless connectivity in store will allow runners to sync up their run at NikePlus.com along with iPod charging docks and printable custom routes. Nike’s new Santa Monica store also continues its ‘Athletes Serving Athletes’ concept – hiring and training retail employees with a passion for Nike, sports and expert knowledge of the sport-minded consumer’s needs. Santa Monica shoppers can also access Nike’s Athlete Central terminals with more colors, more styles, NikeiD customisation and Nike Find, which locates products that aren’t available in store and has them shipped directly to the store free of charge. Alas, Nike has released only exterior images of its new store.