Nike opened its first official store in Córdoba with a focus on technology and expansion

Finally, Nike opened its first official store in Córdoba at Nuevocentro Shopping as part of its strategy to gain ground outside AMBA. The opening involved a 1.5 million dollar investment by Southbay, its exclusive distributor in Argentina and Uruguay. The company chose Córdoba for its commercial significance and its potential as a key location to consolidate its national presence.

The store operates under the Nike Rise format, which combines physical experiences with digital tools to better connect with consumers. The new concept aims to personalize the shopping experience and integrate all sales channels more efficiently. The store covers 8,611 square feet (800 square meters) and was designed to encourage direct interaction with products and services.

The new space will offer the latest collections of footwear, apparel, and accessories for the brand's strongest categories. There is also a pick-up point for online purchases, which helps reduce wait times and improve after-sales service. Nike thus strengthens its omnichannel approach, which is key to its national and international growth plan.

More than a store: identity, soccer, and local culture

Nike is committed to a strong connection with Argentine sports identity, focusing on soccer as a central element of its proposal in Córdoba. In addition to soccer, there are products for running and training, designed for those seeking performance without sacrificing style. The store includes, for the first time, an exclusive area for the Jordan line, aiming to build loyalty among its most specific audience.

The brand organized a special event to celebrate the opening, featuring physical challenges, interactive activities, and the presence of local sports figures. Gustavo Fernández, Cholo Guiñazú, Paulina Gramaglia, and Romina Núñez participated, among other high-performance athletes. The event was a nod to the Córdoba community and the sports culture the brand seeks to represent.

With this store, Nike now has 17 directly operated locations in the country, reaffirming its expansion beyond Buenos Aires. Southbay opened six new stores in 2024 and has opened two more so far in 2025, consolidating its position in the sports sector. Córdoba thus joins the map of key locations in the growth strategy of a brand with global reach.

Business, presence, and long-term commitment

The Nike Rise format not only enhances the customer experience but also strengthens the brand's positioning as a leader in innovation within the sector. Southbay aims to consolidate a direct management model in key locations, focusing on commercial efficiency and customer loyalty. Córdoba represents a crucial test for this model outside the controlled AMBA ecosystem.

Federico Tortora, Eduardo Pasman, and Roberto Harari participated in the ribbon-cutting at Nuevocentro, showing the brand's institutional support. The presence of executives highlights the strategic importance Nike assigns to this launch within its planned expansion. The store will also serve as a logistics center and a reference point for new commercial initiatives.

By establishing a location with features typical of the international market, Nike raises the standard for sports brands in Córdoba. The initiative also boosts Nuevocentro Shopping, which adds a global brand to its commercial mix. Nike's arrival could attract new players in the sector and raise competition in the premium segment of sports retail.