Pictures of the Nike store in Soho

To strengthen its direct-to-consumer business, Nike is reinventing its retail experience. New York’s Soho neighborhood is where the brand is setting foot, with a 55,000 square foot store spread over five floors in a newly constructed building. But what sets this store apart from other Nike outlets in town?

Chief among them are what Nike calls “immersive experiences.” If you’ve ever wanted to lay up in a pair of Jordans before dropping some cash on them, now you can. Store 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 gap between digital and brick-and-mortar. Not only will it know your stride and the last time you rode the treadmill at the store, it will also know what shoes you last tried on.

A guided sales team will make time to be with you one-on-one for up to an hour, whether you’re trying on running shoes or shooting hoops.

“We see [the store] as the global beginning of the future of sports retail, and we see Soho as the beginning,” Heidi O’Neill, president of direct-to-consumer initiatives at Nike, told Business Insider.

The store, which opens Nov. 18, comes at a pivotal time for Nike, which is struggling with parts of its third-party retail business and focusing on its ever-growing direct-to-consumer division. Nike hopes to take this store concept and apply it, in whole or in part, to other regions of the country.

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