Athletic apparel brand Russell Athletic is testing its own branded stores with a pop-up shop in New York City this month.
Shoppers line up to have their purchases customized at the Russell Athletic pop-up store in New York City
Located in the heart of the SoHo neighborhood, the 2,500-square-foot Russell Athletic Pop-Up Shop aims to embody the brand’s ethos of “athletic life.” The immersive shopping experience will be cashless. It will also feature a customization station where customers can add exclusive patches to their purchases to create their own unique Russell Athletic gear.
“We are thrilled to be opening our first Russell Athletic Pop-Up Shop in the iconic Soho NYC shopping district,” said Ricardo Aranda,vice president of Russell Athletic, in a press release. “The Russell Athletic Pop-Up Shop enables us to bring our rich history to life, while engaging with our core community and driving excitement with new consumers on a personal level.”
Russell’s collection of T-shirts, shorts, hoodies, sweatshirts and footwear is sold online, at mass retailers such as Walmart and Amazon and at college bookstores.
Rival athletic apparel brands have already opened store networks. Champion, for example, has a shop nearby at 434 Broadway, and 26 other locations around the country. Adidas, Puma and Nike also have store networks.
By Brannon Boswell
Executive Editor, Commerce + Communities Today
