Nike opens its newest Nike House of Innovation as Nike NYC: a 68,000 sq. ft., six-level, cross-category premium Nike store at 650 Fifth Ave., in New York.
Nike opens its newest Nike House of Innovation, on Thurs., Nov.15 as Nike NYC: a 68,000 sq. ft., six-level, cross-category premium Nike store located at 650 Fifth Ave. Nike NYC is the pinnacle expression of modern retail, representing the best of Nike global product, experiences and sport innovation.
“Nike NYC is designed to be a dynamic store environment, that is just as personal and responsive as digital,” said Heidi O’Neill, Nike Direct President, “This premium destination gives consumers an authentic, immersive and human connection to the Nike Brand.”
Nike NYC engages consumers with best-in-class digital and physical services combined with premium products, experiences and features to create a new benchmark for Nike retail. Powered by digital commerce data and inspired by Nike’s newest retail concept, Nike Live, the ground floor features the new Nike Speed Shop – offering on-the-go access to the products local members know and love most. Consumers can shop these uniquely curated NYC favourites alongside seasonal picks, visit the Nike Sneaker Bar for easy access to Nike’s biggest power franchise footwear, or they can reserve items in the Nike App and pick them up in the Speed Shop digital lockers.
The fifth-floor is home to the Nike Expert Studio – Nike’s first dedicated floor to provide even more personal service to NikePlus members. These NikePlus member-only experiences, like bookable sessions with Nike Experts and the Nike by You Studio provide a destination for members to access seasonally exclusive products, get 1-1 styling and create personalised products in an elevated experience.
Nike NYC uses the Nike App to create digitally-connected journeys for consumers to discover, learn and find the products they want with ease and speed. New and expanded Nike App in-store features like Nike Shop the Look, Nike Instant Checkout and updated functionalities with Nike Scan to Try will offer even more choice for consumers to instantly shop in-store displays, checkout in-store or request to try-on items throughout the store. Nike’s digital service offerings will continue to evolve at Nike NYC, giving NikePlus members even more choice in their shopping journey.
Nike NYC is designed to allow consumer to shop and experience Nike products the way they want with product floors for Men, Women, Kids, and the footwear-obsessed. The Nike Sneaker Lab on the fourth floor is the largest concentration of seasonally current Nike footwear anywhere in the globe.
The store exterior features a transformative design of both slumped and carved glass designed to reflect and create motion that mirrors the movement of athletes, elevates the Nike Swoosh and represents the iconic aesthetic of Nike Air.
The entrance to the store – the Nike Arena – showcases the most immersive seasonal and sport-inspired storytelling moments from the Brand. The space houses the Team Nike Service Desk to support the consumer’s shopping journey, and at opening, will have a Nike by You Makers Studio experience featuring the House of Innovation exclusive Nike Noise Canceling Collection. The Nike Arena is also home to a custom-designed installation called the Sport Beacon, inspired by the non-stop visual and sonic clash in New York City.
Nike Speed Shop
Powered by Nike digital commerce data, and inspired by Nike’s newest retail concept, Nike Live, the Nike Speed Shop delivers on-the-go access to NYC favourites. For men, there are Nike.com best sellers like the Nike VaporMax Flyknit 2 or Tech Fleece jogger, and for her, the Zoom Peg 35 and Classic Swoosh Sports Bra. Easy to navigate shopping is also elevated with curated seasonal product picks along with service offerings like the Nike Sneaker Bar and Pick Up Lockers that allow NikePlus members to reserve items while shopping out of store, and have products held for them at an in-store digital locker. It’s the quickest way for local shoppers to access what’s most important to them.
Nike Expert Studio
On the fifth floor Nike Expert Studio, consumers gain access to elevated service offerings through one-to-one appointments with Nike Experts (bookable through the Nike App or in-store). Whether gearing up to run their next marathon or looking for a more personalised styling session, NikePlus members can work directly with a Nike Expert to find their perfect product match. The Nike Expert Studio will also offer up a mix of key seasonal product alongside member-exclusives, as well as rotating, premium Nike by You services – from post-embellishment to cut-and-sew customisation of Nike’s latest apparel launches at the Nike by You Made-to-Order Atelier.
Brand defining, seasonal storytelling in its purest form will be based in the first floor Nike Arena, welcoming consumers into the store with towering digital displays and access to core pieces from Nike’s seasonal collections. At opening, the space will play host to a uniquely activated Nike by You customisation space. The Nike Arena is also home to the store’s Team Nike Service Desk, where NikePlus members can learn about in-store offerings, check in or book Nike Expert appointments; and where all consumers can make returns, checkout, schedule Courier Service and learn more about Nike NYC.
Nike Sneaker Lab
The Nike Sneaker Lab is the world’s best (and biggest) Nike footwear floor – a cross-category destination for the footwear-obsessed. Hosting the largest concentration of seasonally current Nike footwear anywhere in the globe, this is a completely reinvented shoe buying experience for the Brand. Designed to mirror the feeling of a Nike product innovation lab, consumers can take a peek into the latest Nike innovations. At the Nike Sneaker Lab, consumers will find the freshest versions of performance footwear and visit the floor to cop high heat and style-led power franchise sneakers.
New Nike app in-store features were released earlier this year to serve as the NikePlus member’s ultimate shopping companion, bringing digitally-led experiences to physical retail all through the Nike App. Several of the features of Nike App will be available at Nike NYC, with an expanded and new feature set.
New in Nike NYC:
Nike Shop the Look
By scanning a QR code on an in-store mannequin, consumers can browse every single item on the mannequin, check to see if their size is available in-store or online and see available colours. Then with just a tap, they can request for select products to be sent to a fitting room of their choice or receive the items from a store athlete at a designated pick-up spot.
Nike Instant Checkout
Using Nike Scan, NikePlus members can skip the line and easily checkout from within their Nike App using stored or new payment methods. Members can scan the product(s) of their choice, checkout like a traditional Nike App purchase and receive their payment receipt within the app. Nike Instant Checkout stations are positioned throughout Nike NYC so that shoppers can fold and bag products if they choose before leaving the store.
Nike Scan to Try
An expanded feature released earlier this year – after discovering any product in-store and scanning the item to learn more, shoppers can now simply tap “request to try-on” for various items. Requested products can then be collected at designated pickup areas in Nike NYC, or they can be reserved to a fitting room location of the consumer’s choice.
Using the Nike App, NikePlus members can reserve product at home to pick up in store. They can shop the product they want in the Nike App and then complete their purchase with an in-store athlete or with Nike Instant Checkout.
When entering Nike NYC, members will gain access to an array of new features and content via their Nike App homepage.
NikePlus Member Unlocks are delivered through the Nike App to reward the best of Nike product, to deliver immersive brand experiences, to award activity achievements (i.e. through NRC or NTC) and to share partner rewards with our members. Member Unlocks can be given directly from a Nike Expert in-store or targeted to consumers based on their sport and style interests. Select Member Unlocks may also be delivered to consumers outside of Nike NYC, which they can redeem in-store with an athlete.
Noise Cancelling Collection
New York City is one of the loudest cities on earth and Nike is driven to disrupt this noise and inspire athletes to dream so loud they silence the city through a customizable, reimagined look at five of Nike’s most iconic footwear styles. Through the lens of five Nike elite athletes and their most disruptive NYC sport moments, exclusive Nike by You Makers Studio experiences have been designed and curated through partnerships with visionary artists, giving consumers the chance to bring their own image of New York City to life on this refreshed pack of essential sneakers.
Each shoe is finely crafted with white-on-white, high quality, bonded synthetic leather along with removable Nike Swooshes to allow for more flexibility in customization. In the Nike Arena Nike by You Makers Studio, shoppers will have access to footwear dip-dyeing, footwear printing, embroidery, footwear patches, lazering and a full footwear accessory bar (laces, zippers, tongue tags, etc.). Select Styles and customization Exclusively Available at Nike NYC Beginning November 15 (or while quantities last).
Nike Noise Cancelling Collection – Nike Zoom Fly 2: Available Beginning November 15
Inspired by Shalane Flanagan’s final stretch between Columbus Circle and Central Park to win the 2017 New York City marathon making her the first female American runner in four decades to cross the finish line in first place. Customization elements for the Nike Noise Cancelling Collection – Zoom Fly 2 were designed in partnership with illustrator Gabriel Alcala.
Nike Noise Cancelling Collection – Air Jordan 1 High: Available Beginning November 30
Inspired by Nigel Sylvester: BMX biker, style innovator and Queens, NYC native Nigel Sylvester had more than three years of career-defining experience when first entering the downtown BMX scene, moving from an amateur to professional rider during this time. “Hustle”, “Strength”, “Passion” and “Individuality” are all words Sylvester uses to describe this time and this exploded into reality when the image of him pulling off a 2 AM stunt over the 145th Street subway station went viral in 2013. Customization elements for the Nike Noise Cancelling Collection – Air Jordan 1 were designed in partnership with artist Yaiagift.
Nike Noise Cancelling Collection – Nike Air Force 1 Low: Available Beginning December 14
Inspired by Odell Beckham Jr.: After missing the first four games of his rookie season due to injury, Beckham Jr.’s 50-yard, one-handed, free-falling touchdown catch at the Meadowlands in late November 2014 became a landmark moment for sport. Customization elements for the Nike Noise Cancelling Collection – Air Force 1 Low were designed in partnership with NYC-based tattoo artist, JK5.
Nike Noise Cancelling Collection – Nike Cortez: Available Beginning December 28
Inspired by Maria Sharapova: After falling to her knees at Arthur Ashe Stadium as the champion of the 2006 US Open, and at just the age of 19, Sharapova had won her second Grand Slam title; defeating a more experienced opponent in straight sets and after a challenging 10-stroke exchange. Customization elements for the Nike Noise Cancelling Collection – Nike Cortez were designed in partnership with artist Toykyo.
Nike Noise Cancelling Collection – Kobe Protro 1: Available Beginning January 11
Inspired by Kobe Bryant: Kobe Bryant set a Madison Square Garden record when he brought in 61 points in just one game in February 2009, shattering expectations and defining the next phase of his legendary NBA journey. Customization elements for the Nike Noise Cancelling Collection – Kobe Protro 1 were designed in partnership with global street artist Felipe Pantone.
If a coveted product is unavailable in Nike NYC, an in-store Nike Expert can search inventory across the entire marketplace – online or offline in Nike owned stores, as well as from our network of strategic partners. If found, and available to ship or reserve, they can have the item held at a local store or have it delivered. This service will be exclusively available on the fifth floor Nike Expert Studio Service Desk.
If Nike NYC shoppers don’t want to haul their bags around the city, they can request to have their in-store purchases delivered to their home, hotel, office or any location of their choice in Manhattan, within the same day.
Consumers will also have access to a suite of premium services including bra fitting, alterations, pant and tight hemming, and Buy it. Try it. which allows consumers to buy, try and return products at their leisure – no questions asked.