Meet Sri Sandford of Nike Camberwell
Article posted: October 27, 2016
Nike Camberwell is the first women’s-only store of its kind in the Pacific and the shop has been a smash hit with locals.
A vast range of Nike athletic footwear, apparel and accessories are available.
Victorian area manager for the Retail Prodigy Group Nike stores, Sri Sandford, said the women’s-only concept was an exciting idea that had taken off.
“Women is an area that Nike are really passionate about and we wanted an environment where she could shop and feel comfortable,” Ms Sandford said.
“The store encompasses all of her training needs, so running, training or casual wear.”
A history of success
Nike Camberwell opened in December 2013, but the history of the brand dates back to 1964, when American track athlete Phil Knight and his coach, Bill Bowerman, founded Blue Ribbon Sports.
They initially distributed Japanese running shoes, then in 1972 they launched their own line of footwear.
In the late 1970s, Blue Ribbon Sports became Nike and by 1982 the company had become the top supplier of training shoes in the US.
The famous slogan, “Just Do It”, was coined for a 1988 Nike ad campaign and is now enshrined in the Smithsonian Institute.
The rest is history.
All her training needs
Ms Sandford said Camberwell was chosen as the location for the first women’s-only store in the Pacific because local women were heavily involved in health and fitness.
The store is laid out in an open, relaxed way and features seating in the changing room area, a ramp for pram or disability access, and a treadmill to test the shoes or to do a run analysis on customers’ foot types.
Ms Sandford said Nike’s products complimented the lifestyle choices of women nowadays.
She said the store had something for every woman, from busy, active mums to professionals wanting to comfortably transition from doing something active to relaxing in a casual setting.
“The great thing about the store is that the girls (staff) know the customers, often by name, and they have established relationships with them,” Ms Sandford said.
“We have a large range of clients, from high school girls right up to a woman who is more mature but did her first marathon two months ago.
“I think everyone has their own personal story with the brand which helps keep them connected to it.”
Ms Sandford said, on a personal note, she enjoyed working for Nike because it tied in with her values.
“I love the connection it has with health and fitness and all of the products lend really easily to my lifestyle, whether it be going for a run or chucking on a jumper and going for a coffee with friends,” she said.
“One of Nike’s philosophies is, ‘if you have a body, you are an athlete’, and I like that it incorporates everyone and is not exclusive.
“You don’t have to be an elite athlete to be part of the brand.
“I also get to wear nice, comfortable running shoes to work every day, so I can’t complain.”
Visit the store
841 Burke Rd, Camberwell
Phone: (03) 9882 3504