“Experiential” Nike Soho Store Debuts the Future of Sport Retail

NIKE, Inc. opened its newest retail experience, Nike Soho, on Friday, November 11th: a five-story, multi-sport, 55,000-square-foot digitally connected store located at 529 Broadway at Spring Street in the heart of New York City’s Soho neighborhood.

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The new Nike Soho Flagship is designed to deliver the best of Nike products and personalized services through a series of re-imagined spaces.

The new Nike Soho Flagship 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.

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Nike Soho features the Nike+ SNKRS experience, a 54-foot wide dual gender Nike Sportswear footwear wall which is the largest in any Nike store worldwide. (Photo: Business Wire)

Nike Soho’s one-of-a-kind spaces are 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 greatly 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.

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The Nike+ Basketball Trial Zone simulates the feel of the game, with five sensors circling the court, guiding consumers as they test product through custom drills and taking them on an immersive experience in New York’s Dyckman or Brooklyn Bridge Parks. (Photo: Business Wire)

Nike Soho also features the ultimate scene for sneakerheads, the Nike+ SNKRS experience. The 54-foot wide dual-gender Nike Sportswear footwear wall is the largest in any Nike store worldwide and has the largest in-season collection of the iconic Nike Air Force 1 in the company’s global fleet of stores. NSW products will premiere on the wall, showcasing the company’s best in sport style innovation.

It’s great to see the everyday athlete getting the same personalized treatment from Nike that I’ve enjoyed over the years,” said tennis champion Serena Williams. “When you have experts guiding you along the way, it can make all the difference to your game. I’ve been to a lot of Nike stores over the years and Soho’s personal touches and focus on style, service and experiences are unlike any other. I can’t wait to see what New York shoppers think of it.”

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.

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Nike Soho features a wide variety of Nike Basketball and Jordan Brand products on the store’s fifth floor. (Photo: Business Wire)

The store also has a special display of the last pair of the Nike Mag shoe that was auctioned on Saturday, Nov. 12 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.

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The Nike+ Running Trial Zone allows consumers to test shoes on a treadmill and takes them on an immersive virtual run through Central or Battery Parks capturing data from their experience. (Photo: Business Wire)

Nike+ Member Benefits: 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.

Background on Nike Soho’s Service & Experience Destinations

Nike+ Trial Zones: Three immersive Nike+ Trial Zones transport consumers into authentic sport moments, bringing the sights and sounds of the Big Apple into a personal shopping experience unlike anything before.

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The Nike+ Basketball Trial Zone simulates the feel of the game, with five sensors circling the court, guiding consumers as they test product through custom drills and taking them on an immersive experience in New York’s Dyckman or Brooklyn Bridge Parks. (Photo: Business Wire)

In the Nike+ Running Trial Zones, consumers start by consulting with Nike-certified running athletes on the best choices for footwear. They can then test out shoes on a treadmill surrounded by two cameras capturing data from their run, and video screens comprising a three-sided immersive experience take them on a 90-second run through Central Park or Battery Park, two iconic New York running locations. Consumers’ personal trial experiences are saved to their Nike+ member profile, to enhance future shopping experiences.

With 23-foot ceilings and a half-court featuring an adjustable hoop, the Nike+ Basketball Trial Zone simulates the feel of the game. Five sensors, circling the court and powered by a gaming engine, guide consumers as they go through up to six custom drills of varying skill level, all tested in front of video screens totaling 16-feet wide by eight-feet tall that provide real-time on-screen tracking on the trial. The screens immerse players in New York’s famous Dyckman or Brooklyn Bridge Parks, helping them test the traction, lockdown and responsiveness of basketball shoes in a real-world scenario, including the simulation of a game-winning buzzer-beater shot.

The Nike+ Soccer Trial Zone is a 400-square-foot cleat trial area, encased in glass walls, with a synthetic turf field and supported by Nike certified trial athletes. Consumers can trial Nike’s best soccer cleats and receive 1:1 guidance on products, features and benefits.

The Stands: The Stands is the store’s first service destination. Designed to welcome consumers to Nike Soho, it offers a special seating area for live in-store programming, including Nike+ Sessions—intimate discussions with leading athletes, designers, and trendsetters. The Stands also features a video feed of Nike Soho’s upcoming product launches and latest store and company news.

Nike+ Service Station: At Nike Soho, experts are at your service. The Nike+ Service Station is home to the Nike+ 1:1 service, a private appointment with an expert who provides Nike+ members with a product gear-up, immersion in the Nike+ ecosystem, a curated takeaway and access to Nike services and events.

Located just outside the Nike+ Service Station are digital touchscreens, where consumers can learn more about product drops, in-store events, community events, and additional Nike services.

The Lounge: With a large boutique space, The Lounge transforms sport retail for women. Guided by Nike-certified store athletes, consumers can test out products in enhanced fitting rooms that are double the size of a standard Nike fitting room. The Lounge offers an array of services, from Nike+ 1:1 personal appointments to bra fitting, pant hemming, and digital checkout. There are adaptive lighting changes in all fitting rooms in Nike Soho—replicating the feel of anything from a yoga studio to a night run.

Nike By NYC: Personalization Studio

Nike By NYC is a one-of-a-kind instant personalization studio that allows consumers to laser engrave and print iconic NYC symbols on products. Powered by a new in-house production process, consumers will be notified via text when their order is ready for pick-up. Swooshes, heel backtabs, shoe tongues, dubrae and lace-tips can all be personalized with in-store laser machines. To celebrate Nike Soho’s opening, three local New York artists—Grotesk, Phil Annand and Jason Polan—are designing NYC inspired t-shirt and footwear logos, with three additional artists debuting their designs monthly through January 2017.

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