R/GA has redesigned Nike's online shopping site, Nikestore.com, adding videos, an improved tactile experience and user reviews.

The site features 12,000 styles across all of Nike's performance and sportswear categories. From the redesign it has gained a variety of enhancements including videos by Nike athletes and designers discussing product and technology features, improved checkout, better zoom view and MyLocker functionality and the ability for consumers to get involved by posting their own reviews.

"The new Nikestore gives consumers even better and faster ways to find customizable, exclusive, must-have product, particularly with our improved navigation and search function," said Chris Shimojima, Nike's Vice President of Digital Commerce. "Nikestore.com now provides an even deeper, richer experience for athletes around the globe."


The new site will be available in the UK and 13 markets overseas including the US, Netherlands, Spain, France, Germany, Denmark, Belgium, Luxemburg, Italy, Ireland, Sweden, Finland and Austria.

As part of the Nikestore.com re-launch, Nike is enabling e-commerce through its other digital category sites, which is says aims to "provide consumers with a seamless shopping experience and deep access to product and content". The first category site to feature e-commerce, nikesportswear.com, was launched on August 8. Over the next months, consumers will see online shopping experiences on nikeid.com, nikefootball.com, nikeplus.com, nikewomen.com, nikebasketball.com and nike6.com.