{"id":7166,"date":"2025-10-18T01:01:14","date_gmt":"2025-10-18T01:01:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ny\/7166\/"},"modified":"2025-10-18T01:01:14","modified_gmt":"2025-10-18T01:01:14","slug":"nikes-house-of-innovation-nyc-flagship-gets-sport-focused-makeover","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ny\/7166\/","title":{"rendered":"Nike\u2019s House of Innovation NYC Flagship Gets Sport-focused Makeover"},"content":{"rendered":"

\n\tAfter months of planning and dozens of overnight shifts, Nike<\/a>\u2019s House of Innovation flagship store on Fifth Avenue has a new look.<\/p>\n

\n\tIn a store walkthrough with Tim Rupp, senior creative director of retail and experiences at Nike<\/a>, the executive told FN that planning for the top-to-bottom renovation kicked off in March.<\/p>\n

\n\t\u201cWe were able to keep the store open<\/a> throughout construction, which was great,\u201d Rupp said. \u201cBut in short, 30 overnights basically did the trick to do the renovation. And the building is about 69,000-square-feet, so that was no small feat.\u201d<\/p>\n

\n\tLocated on the corner of Fifth Avenue and 52nd Street in midtown Manhattan, the flagship store, which first opened in 2018<\/a>, was reconfigured to align with Nike president and chief executive officer Elliott Hill\u2019s so-called \u201cSport Offense\u201d strategy.<\/p>\n

\n\tOutlined in the Swoosh\u2019s first quarter conference call in September, \u201cSport Offense\u201d aims to realign the product creation side and the marketing side by brand (Nike, Jordan and Converse) as well as by sport (running, football, basketball, tennis, etc.) rather than by men\u2019s, women\u2019s and kids\u2019 categories.<\/p>\n

\n\t\u201cWe\u2019ll gain sharper insights to fuel innovation and storytelling and connect with the communities of each sport in more meaningful ways,\u201d Hill noted on last month\u2019s earnings call with analysts. \u201cCollectively, we\u2019ll have a better coordinated attack with each brand forming a distinct identity and delivering a clear attention to serve different consumers.\u201d<\/p>\n

\n\tAt the House of Innovation flagship, this new strategy is evident<\/a>. While Nike did keep dedicated men\u2019s and women\u2019s floors at the store, each one has clear areas for different sports the Swoosh aims to highlight.<\/p>\n

\n\tLeading with Nike Running, the women\u2019s floor on two, and the men\u2019s floor on three, open with a robust offering of the brand\u2019s full running assortment \u2013 followed by clear lifestyle areas and special moments for its Skims collaboration as well as its ACG outdoor line.<\/p>\n

\n\t\u201cWe\u2019re a running company,\u201d Rupp maintained in Friday\u2019s store tour. \u201cSo leading with running on the men\u2019s and women\u2019s floor allows us to create this head-to-toe shopping experience. While this isn\u2019t rocket science in the retail world, the store was not set up like this before because of the separation. Now everything is together.\u201d<\/p>\n

\t\t\t\t\t\t\"Nike,<\/p>\n

\t\t\t\t\tOutside Nike\u2019s House of Innovation flagship in NYC<\/a>.<\/p>\n

\t\t\t\t\t\t\t\t\tCourtesy of Nike<\/p>\n

\n\tAnother major change to the store is where the footwear is housed. Instead of the fourth floor serving as the dedicated shoe destination, Nike is highlighting its footwear offering across all of the store\u2019s six levels. This allows the customer to achieve that full head-to-toe look by sport much easier with the apparel and shoes collocated together in one space.<\/p>\n

\n\t\u201cWe originally designed the fourth-floor shoe destination to highlight the best of footwear in one area so that everyone had a dedicated place to shop across all of our shoe offering,\u201d Rupp said. \u201cAnd everybody did come to the floor, but it was hard to shop. It was sort of a labyrinth, and some styles could be easily missed. Plus, customers would go to the other floors, and the footwear was missing, making it harder to put together that full sport uniform. So now we created a layout that allows each sport to have its moment and bring the full uniform to life in one space across every level of the store.\u201d<\/p>\n

\n\tThe new store layout also allows for more \u201cworld building,\u201d the executive added. \u201cHaving dedicated spaces for football, running, basketball and others allow us to build out our storytelling even more,\u201d Rupp said. \u201cWe are showcasing our distinct point of view for each sport while also celebrating some of our star athletes in the spaces to bring that sport to life.\u201d<\/p>\n

\n\tThe House of Innovation is also bringing the Jordan brand to life in a major way. The top floor of the Fifth Avenue flagship is solely dedicated to the brand \u2013 showcasing the apparel and footwear offering from Jordan in what Rupp said was inspired by the label\u2019s standalone World of Flight retail concept.<\/p>\n

\n\t\u201cHere, we brought in performance, sport and lifestyle together on one dual-gender floor to create a really focused and powerful presentation of Jordan Brand,\u201d Rupp said. \u201cWe\u2019re really excited for how this turned out.\u201d<\/p>\n

\n\tAs for where else this new store design and layout can be found, Rupp noted that Nike\u2019s Atlantic Center store in Brooklyn, N.Y., as well as its South Congress store in Austin, Texas, have also gone through a similar renovation. Nike\u2019s Portland, Ore. flagship is set to debut a new facelift in the same vein next month.<\/p>\n

\n\tAccording to Hill in last month\u2019s earnings call, the House of Innovation \u201cimmersive sport experience\u201d and refresh has already led to double-digit revenue increases in stores<\/a> where the renovation is complete.<\/p>\n

\n\t\u201cThis clarity [by sport] works in small format doors as well,\u201d Hill said on the call. \u201cWe recently redesigned our South Congress store in Austin to focus only on running and training and sales have significantly increased. Ultimately, the \u2018Sport Offense\u2019 will maximize Nike, Inc.\u2019s complete portfolio.\u201d<\/p>\n

\n\tThe reimagined House of Innovation comes at the same time that Nike is seeing a turnaround in its earnings<\/a>. Hill said in a statement last month that Nike in the first quarter \u201cdrove progress through its Win Now\u201d actions in priority areas of North America, wholesale and running.\u201d<\/p>\n

\n\tThe CEO added that while \u201cwe\u2019re getting wins under our belt, we still have work ahead to get all sports, geographies and channels on a similar path as we manage a dynamic operating environment.\u201d Total revenues for Nike in Q1 rose 1.1 percent to $11.72 billion from $11.59 billion the same time last year.<\/p>\n","protected":false},"excerpt":{"rendered":"After months of planning and dozens of overnight shifts, Nike\u2019s House of Innovation flagship store on Fifth Avenue…\n","protected":false},"author":2,"featured_media":7167,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[9,6390,56,63,65,64,6391],"class_list":{"0":"post-7166","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-new-york-city","8":"tag-new-york","9":"tag-nike","10":"tag-ny","11":"tag-nyc","12":"tag-nyc-headlines","13":"tag-nyc-news","14":"tag-stores"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/7166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=7166"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/7166\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/7167"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=7166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=7166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=7166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}