Russell Athletic announced the opening of the first limited engagement Russell Athletic Pop-Up Shop in downtown Manhattan.

Located in New York City at 449 Broadway within the heart of Soho between Howard and Grand Streets, the 2,500 square feet  Russell Athletic Pop-Up Shop will be open from October 10 through October 26.

In a statement, the pop-up is described as “the pinnacle expression of the brand’s ethos of Athletic Life.” The pop up features a bevy of consumer events and programming, like DJ’s and customization workshops with unexpected artists.

The immersive shopping experience will be cashless and offers consumers exclusive merchandise, one of a kind vintage Russell Athletic product, customizable apparel, plus a curated assortment of the brand’s Fall/Winter 19 Heritage and Classic Collections. Additionally, a customization station featuring exclusive patches will be onsite for consumers 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,VP of Russell Athletic. “The Russell Athletic Pop-Up Shop enables us to bring our rich history to life, while engaging with our c ore community and driving excitement with new consumers on a personal level.”

Russell’s collegiate licensed products and athletic wear are broadly distributed and marketed through department stores, sports specialty stores, retail chains and college bookstores.

Photo courtesy Russell Athletic