The world's most valuable sporting brand is poised to open a new megastore in New York City on Friday. Nike Soho will be a state-of-the-art, five-story structure in the eponymous Manhattan neighborhood, the company announced Thursday.
The brand, known for its larger-than-life stores and innovative retail experiences, is putting its “Just Do It” catchphrase where its mouth is with a store featuring entire floors devoted to immersive “trial” areas and blue-chip product customization that promises to be bigger and better than ever.
The 55,000 square foot outlet was touted as having floors of product and training areas. Its fifth floor will hold a half court “Nike+ Basketball Trial Zone” where visitors can shoot hoops and test-drive the brand’s seemingly infinite selection of basketball shoes. Shoppers can also expect a “Running Trial Zone” on the store’s first floor where they can try out a pair of running shoes.
There will also be a wide range of product exclusive to the store, including the soon-to-be-released LeBron Soldier X by John Elliot collaboration and the Air Force 1 Low NYC HS shoes, Footwear News reported. The highly anticipated Apple Watch Nike+ line will for sale there and located on the third floor of the building, as well.
The new store is pushing a tailor-made experience for prospective shoppers. Athletes and trained professionals will be on-hand to help assess consumers’ needs when it comes to athletic gear, and the store will even include a customization room that will be entirely devoted to personalizing products.
“We’re leading the transformation of sport retail – offering the best of Nike products, services and experiences under one roof,” Nike’s president of global direct to consumer Heidi O’Neil said in a release. “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.”
Nike Soho, located at 529 Broadway at Spring Street, is scheduled to open Friday at 10 a.m. EST.