NIKE will open its newest retail experience, Nike Soho, on Friday 11 November. The five-story, multi-sport, 55,000-square-foot digitally connected store is located at 529 Broadway at Spring Street in the heart of New York City’s Soho neighbourhood.
The new Nike Soho is designed to deliver the best of Nike products and personalized services through a series of reimagined spaces. ‘Guided by a large team of highly trained Nike store athletes, Nike Soho offers one-of-a-kind immersive experiences for consumers.’
“We’re leading the transformation of sport retail – offering the best of Nike products, services and experiences under one roof,” said Heidi O’Neill, Nike’s President of Global Direct to Consumer. “With Nike Soho we can realize the promise of personalized performance.
“Powered by immersive digital trials and in-store experts, this store is about elevating every athlete’s potential. Whether you’re training for a marathon or shooting hoops on our in-store court, or if you love sneakers, Nike Soho will help you raise your game. Because it’s more than a store – it’s a personal sport experience.”
Nike Soho’s one-of-a-kind spaces are billed as the ultimate service destinations and include:
- Interactive digital Nike+ Running and Basketball Trials;
- The Nike+ Soccer Trial Zone, where consumers can try out the latest soccer cleats;
- The Nike+ Service Station, a dedicated service space to consult with Nike certified store experts;
- Nike By NYC, a personalization studio;
- The Lounge, a women’s boutique within the store with expanded and enhanced fitting rooms and personal styling service; and
- The Stands, an in-store space where consumers can connect with one another, learn about the latest product drops or hear from a designer in residence.
Nike Soho offers some of the hottest products – ‘from brand-defining innovation to Nike Soho exclusives to Nike’ and Jordan Brand restocks including: LeBron Soldier X collaboration with designer John Elliott; Air Force 1 Low NYC HS; iconic Jordan silhouettes; and local designer collaboration tees.
The store also has a special display of the last pair of the Nike Mag shoe that will be auctioned on Saturday 12 November to benefit the Michael J. Fox Foundation. The Nike Mag is on display alongside a pair of Nike HyperAdapt 1.0, which will go on sale in early December. For the first time, consumers can also see the collection of Nike’s 12 Soles Collection, a tribute to Nike’s deep roots in basketball with a nod to the future. The first drop of the collection will be available at Nike Soho in early December.
The recently released Apple Watch Nike+ is also sold in the store.
For Nike+ members, Nike Soho offers premium services that streamline and enhance the shopping and membership experience, including the ability to book a 1:1 appointment, easy returns via their Nike+ profile, 30-day product trials, and access to programming via the Nike+, Nike+ Run Club, Nike+ Training Club and Nike+ SNKRS apps.
Nike Soho also offers ‘seamless commerce’ – allowing consumers to buy products in store and online from Nike.com in a single transaction from the store, with free delivery of the online product. The store provides scheduled courier delivery of in-store purchases to Manhattan and Brooklyn addresses, including hotels.
