Nike Says It’s Transforming Sports Retail With New SOHO Store


Nike just opened a new store in New York City’s Soho neighborhood that really pushes the idea of experiential retail – using massive digital visuals and tapping into sensors for real-time feedback.

Nike Soho is a five-storey, multi-sport, 55,000-square-foot store at 529 Broadway at Spring Street. I THINK I tried to go in to it last week on one of signage nerd sightseeing strolls, and couldn’t figure out why a Nike store’s front door was locked midday (probably ‘cuz it wasn’t opened yet!).

The athletic brand says the store is intended to creates a seamless link between Nike’s digital and physical platforms. “We’re leading the transformation of sport retail — offering the best of Nike products, services and experiences under one roof,” says Heidi O’Neill, Nike’s 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, this store is about elevating every athlete’s potential. Whether you’re training for a marathon, shooting hoops or doing drills on our in-store court, or if you love sneakers, Nike Soho will help you raise your game. Because it’s more than a store — it’s a personal sport experience.”


As you can see from the images, that experience includes shooting hoops on a half-court surrounded by high-definition screens that create the feel of playing at iconic New York basketball courts, Dyckman Park in Washington Heights and Brooklyn Bridge Park.

There are two running zones that allow consumers to test out shoes on a treadmill, using 90-second run segments that take runners through a stretch of  Central Park or the West Side Highway, and uses real-time, on-screen feedback via two cameras.

Very cool. On the list to check out when next in New York.


Dave Haynes

Dave Haynes

Editor/Founder at Sixteen:Nine
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than a decade. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He's based near Toronto.
Dave Haynes


12+ year-old blog and podcast about digital signage & related tech, written by industry consultant, analyst & bullshit filter Dave Haynes.
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