Nike SoHo Store, A Review

The brand's store shines a light on its NTC app, leaving the store feeling a little cold compared with prior visits though in fairness it could be COVID-related...

Nike’s five flight SoHo store opened in November 2018 and since then, it’s been a must visit for me when I’m in the neighborhood with my cadence of visits far reduced through 2020 and 2021. The first floor of Nike’s SoHo store is where all the action occurs. That’s where the brand highlights what its focus of the moment is through a combination of activations, displays and of course product.

For quite some time, the SoHo store also operated a gift shop, which is now gone, near the entrance where visitors could pick up Swoosh-adorned tchotchkes like mugs and key chains. When the store first opened it operated an amazing Air Force 1 customization station that include the opportunity to buy and customize AF1s plus a select group of apparel items.

NTC activation booth on first floor | Photos: Lois Sakany

Rather than product, during my visit in early April it felt like the store was focused on pushing its Nike…