Nike executives say the six-level, 68,000-square-foot store, in New York City, is the brand incarnate.
“What I see in this store, and I hope you do too, is the most experiential and immersive expression of the Nike brand,” said Heidi O’Neill, president of Nike's direct-to-consumer business, speaking to Quartzy. “It’s not just about a moment to come into a store and transact. I hope that when consumers come in the store, they actually feel the Nike brand, that they feel the values of the Nike brand.”
Shoppers can see the world’s largest collection of in-season Nike sneakers and visit a “sneaker lab” where they can dip-dye select sneaker styles, or swap out their laces for customization. The store interacts with the Nike app, enabling shoppers to check out with their purchases or to reserve dressing rooms without having to wait in line.
By Brannon Boswell
Executive Editor, Commerce + Communities Today