Nike Town, which officially opened Saturday at the Triangle Square in Costa Mesa, is the latest attempt in blending retail with street culture. It's part of an ongoing series of high-end locations opening in or near large urban areas around the U.S., where Nike is finding its footing in a new but growing trend of urban outdoor sports wear. The Swoosh logo, which can be found on everything from golf balls to soccer jerseys, is destined to be a symbol of streetwear. It has already drawn comparisons to the branding of Apple, with the company's desire to create a void for itself in a saturated market that is fast becoming a global phenomenon.  
  
The reason that Nike has chosen to open Nike Town in Costa Mesa, CA, is because it's a good fit for its target demographic of young people who tend to be more environmentally conscious, and who are also looking for the kinds of places they can shop and drink without being surrounded by large signs and banners. According to sources familiar with the company's demographics, the average age of Nike's Costa Mesa outlets is only slightly over 20 years old, with the highest concentration of Nike outlets located in or near areas frequented by college students. According to previous employer IDS Management Consulting, a major global consulting firm, Nike relies on young people "to drive growth".  
  
The brand has many options to reach this group. It has made its way into popular college student apparel like frilly sports jerseys. It has also launched its own line of sandals for men, women, and children. Nike's strategy is to make use of its association with college athletes like Tiger Woods and Michael Jordan into a media strategy that extends beyond their footwear and clothing. In the case of Nike Town, this translates into young people having a place to purchase casual clothing that resonates with the sports stars they admire and respect.  
  
Retailers and Nike representatives both speak highly of the educational approach to marketing, particularly on college campuses. Retailers are looking to target students as a market because they are the largest spenders in the school system. Students are more likely to shop at the outlets on campus if they have access to special promotions and price reductions during holidays.  
  
There is a strong demand for outlets that are open to younger generations in the retail sector, just as there is a need at college for Nike Town. After all, these workers are less likely to unionize and will be open to hiring young inexperienced workers with no established work ethic. With this in mind, businesses must also do their best to recruit from underrepresented groups within society. By creating employment opportunities for underrepresented individuals and giving them a fair shot at success, companies will not only boost morale and lift their overall economy, but they will also start to develop relationships with communities that may be otherwise difficult to gain access too.  
  
The Nike Town project is part of a nationwide effort by various companies to improve the way their companies treat their workers. By investing in retail outlets that appeal to the younger generation, Nike is hoping to create more good-paying jobs in areas that need it the most. Many teenagers live in areas where poverty, high crime, and unemployment are all too common. These individuals, just like the people who live in gated communities across the country, need a place to live, work and play. These young people can be a solution to some of America's most difficult problems.  
  
Nike's Nike Town project is just one example of the many changes Nike is making. They are also striving to improve their manufacturing standards to continue producing high-quality goods and reduce their dependence on sweatshops. The company is also determined to find new ways to attract and keep middle class citizens in America, which is particularly important given the country's wealth. Many companies face the challenge of finding ways to attract independent workers who are well-paid. By investing in Nike Town and other outlet locations, Nike is hoping to address this problem.  
  
Independent, high-paying work is what many young people are looking for. If you have any kind of inquiries pertaining to where and ways to use Student discounts (click here for more info), you can contact us at the page. Many young people want a stable job that pays a decent salary and allows them to live comfortably. High unemployment rates in major cities, coupled with the continuing problems with the global economy, have made it increasingly difficult for people to find gainful employment. Nike will offer jobs in Nike Town and other outlet stores, but it also plans to open more outlets in high-inner-city areas. They hope to bring some hope to the people living in Chicago's south side, where everything seems impossible.