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J.C. Penney

Nike shops to open inside JCPenney

Charisse Jones
USA TODAY
JCPenney adding Nike shops to over 600 of its stores.

Shoppers visiting JCPenney will now be able to also stop through Nike without walking out the door.

JCPenney announced Tuesday that it is featuring designated Nike shops within over 600 of its stores.

The 500-square-foot areas are located within JCPenney men's departments. They will welcome customers with signs bearing Nike’s trademark swoosh and shoppers can pick out clothing to wear for jogging, playing basketball or working out in the gym.

JCPenney is the latest retailer to boost its offerings of active wear. The category has proven to be a lucrative niche, often boasting more robust sales than the overall clothing sector.  A key focus for stores has been "athleisure," fashionable yet comfortable sweatpants, leggings and other casual attire that has become the go-to wardrobe for many Millennial women who want to be able to wear the same outfits to the office that they wear to the gym or on a weekend errand. That trend has caught on with men as well.

"Nike is immensely popular across all categories and with the rapid rise of activewear and athletic shoes, we want to have the best expression of Nike in any department store," John Tighe, chief merchant for JCPenney said in a statement.

In June, Lands' End launched Lands’ End  Sport, a line of casual T-shirts, polos, and other pieces of active wear. The following month, Kohl's said it would increase the amount of space devoted to active wear in its stores and start to offer the Under Armour brand of athletic and fitness clothing.

At JCPenney, Nike athletic shoes will be located next to the new in-store shops, for those wanting a head-to-toe look from the sportswear brand.

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