This document discusses the future of physical retail and recommendations for Nike. It notes that while e-commerce sales are growing faster than physical retail sales, the majority of sales still occur in physical stores. It also discusses emerging trends like the growing Hispanic population in the US and preferences of millennial shoppers. The document recommends that Nike enhance the in-store experience through more personalized omnichannel communications and community spaces to engage customers in the short term. In the long term, it suggests creating physical stores that focus more on social experiences and influencers and moving from personalized to customizable products.