With personal styling services, an in-store basketball court and virtual reality treadmills, Nike wants to sell an experience at its new Soho flagship in New York City. The public will have to wait a little longer to experience it for themselves.
Nike planned to open the new store on Friday, but canceled the grand opening citing permitting issues in a press release. A new opening date has yet to be announced.
The flagship contains five floors with several different sport sections and aims to offer customers a unique immersive experience that they wouldn’t get buying their sneakers from a wholesale retailer or sporting goods store.
“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 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…because it’s more than a store—it’s a personal sport experience.”
In addition to the engaging store layout, Nike’s Soho location will have specially designed indoor trails and trial zones where customers can try running, play basketball or play soccer while testing Nike’s sneakers.
With sneakers and athleisure still a powerful trend in apparel, Nike is staking their claim on this shopping destination and directly challenging Adidas, Under Armour and Kith which have prominent flagships in the neighborhood.