The opening today of Nike‘s flagship store in Dubai, the largest in the region we’re told, is indicative of the city’s increasing global prominence, also in terms of retail. The store, nestled on the second floor of The Dubai Mall, arguably the plushest shopping address in town, measures no less than 3,290 sqm. (35,400 sq.ft.), offering shoppers an immersive experience. Needless to say, the Portland-based company has gone the extra yard to pull things off, featuring various settings to achieve a maximum wow factor, but also offering products and services to do so. The design loosely takes cues from the city, and the flexible trial space is designed as a basketball court to tempt shoppers to try out the new merchandise. The customization space allows to personalize Nike items by using provided tools and accessories, such as laces, straps, buttons, markers and tongue labels. Additionally, revolutionary UV printing technology allows printing artwork on Nike sneakers.

Female shoppers are also in for a big treat as there’s also a full-blown women’s section to be found on the premises, featuring a full range of lifestyle and performance apparel and footwear, in addition to a special lounge where to sit back and chill in between power shopping sprees. In celebration of the opening, a range of special products have dropped in store, including the Nike HyperAdapt – the first fully functioning athletic shoe that electronically adjusts to the contours of the foot, providing a personal, customized fit. The new Nike store also offers a rotation of sports and cultural events, such as Nike+ Training sessions, athlete talks, artist sessions and stylist workshops.