Here’s What Nike’s New Soho NYC Store Looks Like

Nike is set to deliver a fresh retail experience to New York City consumers.

The athletic giant took press through a tour today of its new five-floor, 55,000 sq.-ft. Soho flagship, which opens to the public on Friday at 10 a.m. ET.

The new Big Apple shopping destination — on the corner of 529 Broadway at Spring Street — features personalization services, trial spaces, and digital and physical platforms. The trial spaces include the Nike+ Running Trial Zones, a basketball court with 23-foot high ceilings (a nod to NBA legend Michael Jordan) and the Nike+ Soccer Trial Zone.

Soho NYC Nike+ Basketball Trial Zone
Nike+ Basketball Trial Zone.
CREDIT: Courtesy of Nike.
Soho NYC Nike+ Soccer Trial Zone
Nike+ Soccer Trial Zone.
CREDIT: Courtesy of Nike.
Soho NYC Nike+ Running Trial Zone
Nike+ Running Trial Zone.
CREDIT: Courtesy of Nike.

“We’re leading the transformation of sport retail — offering the best of Nike products, services and experiences under one roof,” Heidi O’Neill, president of global direct-to-consumer at Nike, said in a statement. “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, shooting hoops or doing drills 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.”

Aside from its services, the space offers the latest and greatest in footwear and apparel Nike has to offer. Currently stocked at Nike Soho include the John Elliot x LeBron Soldier X collab (dropping at Soho on Friday), the Force 1 Low NYC HS and several Air Jordan looks.

Nike Sportswear Soho NYC
The Sportswear floor for men and women.
CREDIT: Courtesy of Nike.
Nike Basketball Soho NYC
The basketball floor of Nike’s Soho NYC store.
CREDIT: Courtesy of Nike.

For the lifestyle sneaker enthusiast, the second floor is dedicated to Nike Sportswear, which boasts a 54-foot-wide dual gender footwear wall. For the basketball sneaker fan, the fifth floor has you covered. Running and training shoes for women and men are covered on the first and third floors, respectively, and soccer and young athletes are catered to on the fourth floor.

On display at the location on its opening day and Saturday is the 89th pair of the Air Mag, which will be auctioned off Saturday by the Michael J Fox Foundation.

The store will be open daily from 10 a.m. to 8 p.m.

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