In a blog entry discussing the importance of brick & mortar stores in connecting with consumers, Heidi O’Neill, president of Nike Direct, said the new Nike NYC flagship will be opening in New York City this month.
The flagship, Nike NYC, will cover more than 69,000 square feet and is located at 650 Fifth Avenue at West 52nd Street.
“Nike NYC makes real our vision of living retail — a dynamic and active shopping experience in an environment that’s as responsive as digital. It’s the end of monolithic flagship: a living, breathing store that lets us serve consumers in a premium and seamless way both individually and also storewide, as we can swap out assortment and furnishings to change the store’s personality or purpose overnight,” said O’Neill in the entry.
Throughout Nike NYC are features of our Nike Live concept that brought a data-driven and personal approach to retail, as can be seen in our Nike by Melrose store in Los Angeles. Nike NYC takes that inspiration, convenience and speed and accelerates it on a much greater scale, with Instant Checkout, Speed Shop and more.
“Nike NYC makes real our vision of living retail — a dynamic and active shopping experience in an environment that’s as responsive as digital. We’re Nike. We’re at our best when we’re just uniquely us. That’s what gives us the power to lead … to reinvent and disrupt ourselves. I see Nike NYC as a stake in the ground – a challenge to anyone’s past definition of what retail can be.”
Nike closed the its initial flagship Niketown location on 57th Street in the spring. In late 2016, the company opened Nike Soho, a -story, 55,000-square-foot retail experience in the heart of New York City’s Soho district.
Image courtesy Nike
