In the experience economy era, when consumers experience when buying, but also enjoy the company at the time provided, a series of immersive experience (Pine & Gilmore, 2003). In this study, we used Schmitt (1999) proposed strategic experiential modules for the framework of problem, by way of depth interviews to explore the experience of consumers NIKE memories, wishes to be able to help the industry do to improve or complement the proposal. It was found that the majority of sense and feel experience of the respondents had positive memories; but think experience, the respondents were mostly focused on product prices and availability. Therefore, the products need more innovative to close to consumers living and transfer of high-priced consumer rejection. The results also found that act experience can affect the next consumer motivation; Related experience, most of respondents did not feel special, but the negative image would be a severe blow to the brand, so how to increase the positive image has become a major factor affecting the consumer experience.