Nike is set to open its second Nike Rise concept store in the UK – the first outside of London. It’s opening in Birmingham at the Bullring & Grand Central shopping centre following the Rise concept’s success across Asia and the US, when it launches later this year.

Nike opened its first store of this kind in West London’s Westfield shopping centre with the aim “to create unique in-store experiences” by using real-time shopper data.

The 13,000sq ft store will feature several data-driven elements that are specifically tailored to be unique to its location, and help shoppers make informed purchasing decisions. Nike Birmingham will also host local events for members including run clubs and in-store workouts.

Toby Tait, Director Asset Management, Hammerson, said: “This high-profile signing is yet again a clear sign of the value brands see in Bullring. We are always looking to introduce new and exciting concepts across our portfolio, and Nike Rise is a great example of how we can combine a community focus with retail innovation here in Bullring.”

Nike Rise is set to be joined in Birmingham this year by a regional flagship for sportswear retailer JD. Other high-profile brands set to open in the run up to Christmas include M&S, Bershka, Pull&Bear and Footasylum.