Inside Nike’s Store of the Future

Nike Inc. has seen the future of brick-and-mortar shopping, and it revolves around your phone.

The company on Thursday opened a new flagship store in New York City, the culmination of years of internal research into personalized, experiential shopping. The six-floor building, a template for locations Nike has planned for cities around the globe, is designed to work seamlessly with the Nike app, letting shoppers check out on their phones, ask to have clothing delivered to dressing rooms and schedule appointments with an in-house stylist.