Delivers Innovative Products, One-of-a-Kind
Immersive Experiences & Personal Expert Service
NIKE, Inc. (NYSE:NKE) will open its newest retail experience,
Nike Soho, on Friday, Nov. 11: a five-story, multi-sport,
55,000-square-foot digitally connected store located at 529
Broadway at Spring St. in the heart of New York City’s Soho
neighborhood.
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View the full release here:
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Nike Soho Debuts the Future of Sport
Retail (Photo: Business Wire)
The new Nike Soho is designed to deliver the best of Nike
products and personalized services through a series of reimagined
spaces. Guided by a large team of highly trained Nike store
athletes, Nike Soho offers one-of-a-kind immersive experiences for
consumers.
“We’re leading the transformation of sport retail—offering the
best of Nike products, services and experiences under one roof,”
said Heidi O’Neill, Nike’s President of Global Direct to Consumer.
“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 or shooting hoops 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.”
Nike Soho’s one-of-a-kind spaces are the ultimate service
destinations and include: interactive digital Nike+ Running and
Basketball Trials; the Nike+ Soccer Trial Zone, where consumers can
try out the latest soccer cleats; the Nike+ Service Station, a
dedicated service space to consult with Nike certified store
experts; Nike By NYC, a personalization studio; The Lounge, a
women’s boutique within the store with greatly expanded and
enhanced fitting rooms and personal styling service; and The
Stands, an in-store space where consumers can connect with one
another, learn about the latest product drops or hear from a
designer in residence.
Nike Soho also features the ultimate scene for sneakerheads, the
Nike+ SNKRS experience. The 54-foot wide dual-gender Nike
Sportswear footwear wall is the largest in any Nike store worldwide
and has the largest in-season collection of the iconic Nike Air
Force 1 in the company’s global fleet of stores. NSW products will
premiere on the wall, showcasing the company’s best in sport style
innovation.
“It’s great to see the everyday athlete getting the same
personalized treatment from Nike that I’ve enjoyed over the years,”
said tennis champion Serena Williams. “When you have experts
guiding you along the way, it can make all the difference to your
game. I’ve been to a lot of Nike stores over the years and Soho’s
personal touches and focus on style, service and experiences are
unlike any other. I can’t wait to see what New York shoppers think
of it.”
Nike Soho offers some of the hottest products – from
brand-defining innovation to Nike Soho exclusives to Nike and
Jordan Brand restocks including: LeBron Soldier X collaboration
with designer John Elliott; Air Force 1 Low NYC HS; iconic Jordan
silhouettes; and local designer collaboration tees.
The store also has a special display of the last pair of the
Nike Mag shoe that will be auctioned on Sat., Nov. 12 to benefit
the Michael J. Fox Foundation. The Nike Mag is on display alongside
a pair of Nike HyperAdapt 1.0, which will go on sale in early
December. For the first time, consumers can also see the collection
of Nike’s 12 Soles Collection, a tribute to Nike’s deep roots in
basketball with a nod to the future. The first drop of the
collection will be available at Nike Soho in early December.
The recently released Apple Watch Nike+ is also sold in the
store.
Nike+ Member Benefits
For Nike+ members, Nike Soho offers premium services that
streamline and enhance the shopping and membership experience,
including the ability to book a 1:1 appointment, easy returns via
their Nike+ profile, 30-day product trials, and access to
programming via the Nike+, Nike+ Run Club, Nike+ Training Club and
Nike+ SNKRS apps.
Nike Soho also offers seamless commerce—allowing consumers to
buy products in store and online from Nike.com in a single
transaction from the store, with free delivery of the online
product. The store provides scheduled courier delivery of in-store
purchases to Manhattan and Brooklyn addresses, including
hotels.
Note to Editors:
Background on Nike Soho’s Service &
Experience Destinations
Nike+ Trial Zones
Three immersive Nike+ Trial Zones transport consumers into
authentic sport moments, bringing the sights and sounds of the Big
Apple into a personal shopping experience unlike anything
before.
In the Nike+ Running Trial Zones, consumers start by consulting
with Nike-certified running athletes on the best choices for
footwear. They can then test out shoes on a treadmill surrounded by
two cameras capturing data from their run, and video screens
comprising a three-sided immersive experience take them on a
90-second run through Central Park or Battery Park, two iconic New
York running locations. Consumers’ personal trial experiences are
saved to their Nike+ member profile, to enhance future shopping
experiences.
With 23-foot ceilings and a half-court featuring an adjustable
hoop, the Nike+ Basketball Trial Zone simulates the feel of the
game. Five sensors, circling the court and powered by a gaming
engine, guide consumers as they go through up to six custom drills
of varying skill level, all tested in front of video screens
totaling 16-feet wide by eight-feet tall that provide real-time
on-screen tracking on the trial. The screens immerse players in New
York’s famous Dyckman or Brooklyn Bridge Parks, helping them test
the traction, lockdown and responsiveness of basketball shoes in a
real-world scenario, including the simulation of a game-winning
buzzer-beater shot.
The Nike+ Soccer Trial Zone is a 400-square-foot cleat trial
area, encased in glass walls, with a synthetic turf field and
supported by Nike certified trial athletes. Consumers can trial
Nike’s best soccer cleats and receive 1:1 guidance on products,
features and benefits.
The Stands
The Stands is the store’s first service destination. Designed to
welcome consumers to Nike Soho, it offers a special seating area
for live in-store programming, including Nike+ Sessions—intimate
discussions with leading athletes, designers, and trendsetters. The
Stands also features a video feed of Nike Soho’s upcoming product
launches and latest store and company news.
Nike+ Service Station
At Nike Soho, experts are at your service. The Nike+ Service
Station is home to the Nike+ 1:1 service, a private appointment
with an expert who provides Nike+ members with a product gear-up,
immersion in the Nike+ ecosystem, a curated takeaway and access to
Nike services and events.
Located just outside the Nike+ Service Station are digital
touchscreens, where consumers can learn more about product drops,
in-store events, community events, and additional Nike
services.
The Lounge
With a large boutique space, The Lounge transforms sport retail
for women. Guided by Nike-certified store athletes, consumers can
test out products in enhanced fitting rooms that are double the
size of a standard Nike fitting room. The Lounge offers an array of
services, from Nike+ 1:1 personal appointments to bra fitting, pant
hemming, and digital checkout. There are adaptive lighting changes
in all fitting rooms in Nike Soho—replicating the feel of anything
from a yoga studio to a night run.
Nike By NYC: Personalization Studio
Nike By NYC is a one-of-a-kind instant personalization studio
that allows consumers to laser engrave and print iconic NYC symbols
on products. Powered by a new in-house production process,
consumers will be notified via text when their order is ready for
pick-up. Swooshes, heel backtabs, shoe tongues, dubrae and
lace-tips can all be personalized with in-store laser machines. To
celebrate Nike Soho’s opening, three local New York
artists—Grotesk, Phil Annand and Jason Polan—are designing NYC
inspired t-shirt and footwear logos, with three additional artists
debuting their designs monthly through January 2017.
About NIKE, Inc. NIKE, Inc., based near Beaverton, Ore., is the
world’s leading designer, marketer and distributor of authentic
athletic footwear, apparel, equipment and accessories for a wide
variety of sports and fitness activities. Wholly owned NIKE, Inc.
subsidiaries include Converse, Inc., which designs, markets and
distributes athletic lifestyle footwear, apparel and accessories;
and Hurley International LLC, which designs, markets and
distributes surf and youth lifestyle footwear, apparel accessories.
For more information, Nike’s earnings releases and other financial
information are available at http://investors.nike.com. Individuals
can also visit http://news.nike.com/ and follow @Nike.
For more information, including multi-media materials, please
visit http://news.nike.com
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