Nike stumbles to open high-tech NY flagship

By

Kate Dingwall

Published
Nov 12, 2016

Nike is on the verge of opening its brand new SoHo flagship location in Manhattan, New York. While initially scheduled for Friday, the brand announced on social media and in a statement that the event had been delayed, due to permit problems:

"We look forward to bringing New Yorkers the best of Nike at our new Soho store. Due to permitting issues, the store will not open to the general public as planned on Friday November, 11. We will communicate the new opening date as soon as possible. Scheduled product launches and consumer events are postponed until opening."

Before the problems emerged on Friday, the company had released a "first look" online, offering a digital preview of what the store has in store for fans of the Swoosh brand. The 55,000-square-foot, five-story retail space is located at 529 Broadway at Spring Street. The store promises to be an all-immersive showcase of the brand’s latest innovations and product range that includes numerous sports-specific areas for customers to test out Nike shoes and other equipment. 

Heidi O’Neill, Nike’s President of Global Direct to Consumer said, “We’re leading the transformation of sport retail — offering the best of Nike products, services and experiences under one roof. 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.”

The store's most unique feature is by far its multiple trial sections, such as the half a basketball court on the fifth floor, complete with adjustable hoop and 23-foot-ceilings. The court is surrounded by high-res TVs that project images of famous basketball courts around the city. The third floor repeats the experience for soccer fans, with a miniature soccer field for trying out cleated shoes.

The first floor boasts a treadmill surrounded by an 180-degree LED screen, where runners can choose different environments for for their test run in a pair of Nike runners. The store also offers a personalization studio where consumers have products laser engraved or printed with iconic NYC symbols. And throughout the store are impressive displays of Nike products, such as 50-foot-wide-wall of Nike sneakers or museum-like displays under glass of upcoming Nike shoe releases.

Nike has hired trained athletes to serve as sales personnel to provide better assistance for customers purchasing performance wear.

In conjunction with the new store opening, Nike also released a selection of limited edition sneakers. Included in this release is a sneaker by menswear John Elliott, new Air Jordan silhouettes, and several sneaker collaborations with local designers.