“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. Continue reading