Ahead of its opening this Friday, we got the chance to check out the latest in retail sportswear at Nike’s new 5-floor, 55,000 sq. ft. SoHo store. Located on the corner of Spring Street and Broadway, the multi-sport digitally connected complex aims to connect directly with the consumer, offering personalized services to make sure you walk out with the right Nike product for you.
As soon as you walk in, you’re greeted by The Stands where Nike plans to host live programming and launches, including Nike+ Sessions with leading athletes and influencers. Beyond that, the Nike+ Service Station offers one-on-one help, private appointments for Nike+ members with Store Athletes. It’s worth noting that these Store Athletes are extremely equipped to help you based on your specific needs.
We met two athletes who played Division I sports at the university level (basketball and soccer) who were running drills with customers in order to outfit them with the right gear and Nike products. There are also Nike+ Trial Zones for Running, Soccer, and Basketball within the space. We were most impressed by the Running trials that scientifically examined your gait through 90-second run segments. Using that information, a Store Athlete can better recommend gear to suit you.
The first floor is mainly for the ladies. The Lounge is a boutique space that offers women a more private space to get one-on-one sessions (Nike+ members) and personal appointments for fittings. The locker rooms are twice the size of any fitting room found at other Nike stores and the fifth and final floor is for the Jordan and basketball fans. The ceiling is 23 feet high (see what they did there?) and has a half court with an adjustable hoop. This is where you can properly geek out. The Nike+ Basketball Trial Zone involves five sensors that circle the court, powered by a gaming engine. When you run the drills, you can see your results on a huge 16-feet by 8-feet screen in real time.
For the sneakerheads, the second floor boasts the largest dual-gender footwear wall of any Nike store worldwide. This is where you’ll find the largest collection of in-season Air Force 1s. Additionally the Nike by NYC Personalization Studio allows you to laser engrave and print iconic NYC symbols on your kicks. They’ve also got the last pair of Nike Mag’s which will be auctioned off this Saturday to benefit the Michael J. Fox Foundation. Don’t sleep.
If you’re a Nike+ member or are thinking of taking the plunge, the SoHo location is going to be your hub. From premium services to courier delivery service, it’s a next level experience.