Nike’s new immersive ‘Rise’ store is a wild, high-tech shopping experience

There’s still a reason for the brick-and-mortar retail store to exist — it just has to take on a new, futuristic meaning. And to find the best example of how that’s being done look no further than Nike, which over the past few years has been trying to perfect the formula for the ultimate in-store shopping experience. All in an age heavily dominated by apps.