Nike's new flagship in New York City places a strong emphasis on the customizable options and DIY theme the brand's latest stores have become known for. Officially dubbed the "House of Innovation 000," the new space includes a customizable sneaker pack that references important athletic moments in New York. Crafted from synthetic leather, the all-white sneakers serve as a blank base for consumers to craft their own style.
Representing five moments that took NYC's breath away, each sneaker has a backstory that speaks to New York's sporting history. Starting with the Nike Zoom Fly 2, the sneaker pays homage to Shalane Flanagan's 2017 NYC Marathon run which made her the first American female runner in 40 years to take first place. The Zoom Fly 2 will be available from Nov. 15 through Nov. 29.
The Air Jordan 1 High model references an iconic jump made by BMX rider and recent Jordan collaborator Nigel Sylvester. His 2013 trick over the 145th St. subway stop made the Queen's born athlete an icon in the sport. This pair is available from Nov. 30 through Dec. 13.
Odell Beckham Jr.'s rookie season in 2014 included an iconic one-handed, 50-yard catch at the Meadowlands which cemented the young receiver into Giants lore forever. To honor Beckham and his gravity-defying moment, the Nike Air Force 1 is included in the collection from Dec. 14 through Dec. 27.
The Nike Cortez was one of Nike's first models ever and represents tennis legend Maria Sharapova, who took home her second Grand Slam at the Flushing Meadows at the young age of 19. This pair is available from Dec. 28 through Jan. 10.
The final sneaker of the pack, the Nike Kobe Protro 1, shows love for signature athlete Kobe Bryant and his 2009 performance at Madison Square Garden where he dropped 61 points against the New York Knicks. These will be available Jan. 11 through Jan. 24.
The new location includes customization options from a sneaker bar that gives shoppers the ability to browse a collection of options when designing their custom sneaker. With the help of Nike employees, consumers can walk through the process with help and come out the other side with a sneaker built from their personal touch. The collection of available sneakers it one of Nike's largest ever ranging from top performance to causal and iconic styles.
In total, the customizable experience includes two maker's labs and a full wing of customizable options in The Arena. Branching from the "Noise Canceling" pack, the Swoosh will continue to refresh their footwear options after the launch of the store.
In an attempt to change the modern retail experience, Nike is integrating the Nike App into the physical store with a number of new features. Giving Nike members the ability to reserve items and order in real time, users will be able to fuse the world of physical and digital shopping with the Nike App. Another benefit like reserving items via the app for in-store pickup was something we saw originally tested at Nike's Melrose location before being implemented in the NYC location.
This brand new experience is located on 650 Fifth Avenue and open tomorrows, Nov. 14. The store will maintain hours of operation seven days a week.