Grab your first look – Nike have just opened a temporary SoHo store at 611 Broadway, bringing a fresh retail setup to downtown New York.
The space is built as a flexible concept store that changes shape across the year. Programming moves with key sport and headline moments, kicking off with the World Cup before rolling into the US Open and New York City Marathon. Inside, you’ll find NYC all over it – raw industrial finishes, graffiti touches and references to the city’s running scene.
Product and service zones are integrated throughout the interim space, including NikeSKIMS, Nike By You and Jersey By You, offering on-site customisation and personalisation options. Select installations also feature contributions from local artists, adding a city-specific creative layer to the space.
Jordan Brand also come through with their own area within the brick-and-mortar, showcasing a curated selection of footwear and apparel alongside a storytelling installation that mirrors their long-standing connection to the city’s basketball scene.