Nike is closing at least 15 stores across the country that were rolled out as a hyperlocal, neighborhood store format.

The concept, Nike Live, launched in 2018 with a location on Melrose Avenue in Los Angeles. That store, along with others in California, Colorado, Georgia, Illinois, New Jersey, New York, Florida, Kentucky, Maryland, Missouri, North Carolina and Texas, are permanently closed, according to Retail Dive. 

“Like all retailers, we regularly evaluate our fleet and make adjustments across our marketplace to better align to our strategy for growth, including elevating stores and streamlining our physical retail footprint,” a Nike spokesperson told Retail Dive in a statement. “This is part of our work to create Nike’s future marketplace.”

Nike in 2020 said it could open as many as 200 of these smaller-footprint Nike Live locations worldwide, Retail Dive reported at the time. The stores were originally planned to encompass about 4K SF.

The idea was seen as a way to boost the company’s direct-to-consumer business. It’s not clear how many were open at the format’s peak. Nike Live stores were rebranded as Nike Well Collective stores in 2023, according to Retail Dive. 

This summer has been rocky for Nike. Its stock hit a 12-year low on Monday, down approximately 78% from the brand’s record closing of $177.51 in November 2021, The Wall Street Journal reported. JPMorgan changed its rating on Nike to "underweight" from "neutral," according to Quartz. The company is also still struggling with its business in China, once a reliable growth market, which has seen sluggish sales this year so far.

The field in which the Oregon-based athletic apparel powerhouse plays has become crowded and more complex. Consumer preferences are shifting, there are more brands to compete with, and even supply chain problems have combined to provide consistent challenges for Nike. 

Nike Live stores aren’t the only ones Nike has closed in 2026. In March, the sports apparel company announced it had closed every location of Nike Studios, a 3-year-old fitness concept, according to Athletech News. The company is also undergoing an internal restructuring that kicked off with the layoffs of 1,400 tech employees earlier this year.