Nike (NYSE:NKE) recently unveiled its latest store in SoHo, New York at 529 Broadway on the corner of Spring Street. The store is a five-story shopping experience, spanning across 55,000 square-foot. In our shop of the store we noted a total immersive, experiential retail that builds a stronger connection with their customer.
Across the five floors customers are able to test their footwear on treadmills, a small soccer field space and a basketball half-court. Nike SoHo represents what the company is calling “the Future of Sport Retail”, where the ability to test-drive products in store, and customer service are the top priorities.
Although men’s is still dominant, women’s has a strong presence. On the first floor women’s is featured as well as on the second floor. As women’s has become a key focus for activewear brands, Nike is also gearing their products to women.
Nike’s New Brand Ambassadors
Alongside the opening of the new SoHo store, Nike has launched a new campaign featuring the model Bella Hadid with 7.8m Instagram followers, and Nas, an American hip-hop recording artist with 2.8m Instagram followers. In the campaign they also feature their sports stars Serena Williams, Victor Cruz and Odell Beckham Jr. Christian Ronaldo has also recently extended his partnership with Nike
As Nike finally connects with influencers from outside the sports world, we expect this to be a game changer in attracting more of the fashion forward customer.
We have previously criticized Nike for lacking influencers outside of the sports realm and with the launch of their new store in SoHo, they have brought in powerful influencers such as Nas and Bella Hadid. We expect that to be a plus for the brand.
The new store in SoHo is a reminder to customers why Nike is a leader in sports and the active lifestyle. With the SoHo store, Nike has shown the power behind its brand to create an emotional experiential retail experience with its customers.
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