In an effort to strengthen its direct-to-consumer sales business, Nike is reinventing its retail experience. New York City’s Soho neighborhood is where the brand makes its stand, with a 55,000 square foot store spread over five floors in a newly constructed building. But what makes this store different from other Nike outlets in the city?
The main ones are what Nike calls “immersive experiences”. If you’ve ever wanted to layup a pair of Jordans before depositing money on them, you can now. The store’s cameras track your movements and progress through these experiences and upload them to the Nike + app. The store is fully connected, intended to bridge the digital and brick-and-mortar divide. Not only will he know your stride and the last time you stepped on the store’s treadmill, he’ll also know what shoes you tried on the last time.
A guided sales team will take the time to be with you one-on-one for up to an hour, whether you’re trying on running shoes or pulling baskets.
“We see [the store] as the global start of the future of sports retail, and we see Soho as the start, ”Heidi O’Neill, president of direct-to-consumer initiatives at Nike, told Business Insider.
The store, which will open on November 18, comes at a pivotal time for Nike, which is experiencing issues with parts of its third-party retail business and is focused on its growing direct-to-consumer division. Nike hopes they can take this store concept and apply it, in whole or in part, to other parts of the country.