Nike remains focused on growing its brand even as it swung to a big quarterly loss in its fourth-quarter amid the COVID-19 crisis and planning to open 150 to 200 small footprint, digitally-enabled stores in North America, the Middle East, and Africa.

Nike piloted the Nike Live concept, which is focused on localization, personal service, digital integration and convenience, last July, on Melrose Avenue in Los Angeles, and has since added two additional locations: Long Beach, Calif., Tokyo and Glendale, Calif. The format uses data science and consumer insights to meet the needs of local shoppers, specifically the members of Nike’s NikePlus loyalty club.