Nike and Coach are fighting Amazon by creating stores that appeal to all the senses

The Nike+ Basketball Trial Zone gives shoppers the chance to play with athletes and do custom drills

The Nike Inc. store in Soho is more than just a place to try on sneakers and workout gear. It’s a playground, equipped with a small soccer pitch, a basketball court and treadmills, so consumers can take potential purchases for a test drive. Even if a customer only wants to try on a few things, there’s someone to help with styling in the fitting room.

“This is the future of retail,” said Heidi O’Neill, president of direct-to-consumer at Nike NKE, +1.07% . “Gone are the passive days of street traffic.

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