JCP has rolled out the Swoosh-adorned 500-sq.-ft. concept shops in the men’s department in 600 of its stores after Nike nemesis Under Armour reached a deal last year with Penney enemy Kohl’s. Penney’s is seeking to capture more of the fast-growing athleisure market, and featuring the Swoosh seems like a no-brainer for J.C. Penney, whose customers certainly view it as an aspirational brand. The shops offer Nike apparel and accessories with an adjacent footwear department for sneakers. Some stores also have Nike-logoed merchandising in women’s and kids’ departments. The concept had a successful test in Portland, OR, last year.

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