By Barry Janoff
November 10, 2016: To borrow the lyrics from Frank Sinatra’s classic song, “New York, New York,” Nike believes that if they can make it here, they can make it anywhere.
Following a soft opening this week, the sports footwear and apparel company is scheduled to officially open its newest retail experience, Nike Soho, Nov. 11, a five-story, 55,000-square-foot digitally enhanced store in New York City’s Soho district.
According to Nike, “The new Nike Soho is designed to deliver the best of Nike products and personalized services through a series of reimagined spaces (offering) one-of-a-kind immersive experiences for consumers.”
To support the opening, Nike has brought along some friends in a multi-media campaign, “New York Made,” including Serena Williams, Odell Beckham Jr., Nas and Bella Hadid.
The effort includes print, OOH, Internet, social media (including Twitter destination #NYMade) and POP.
In-store launch events are scheduled to include Serena, Genie Bouchard, Simone Biles and Victor Cruz and new kicks from Kyrie Irving (Kyrie 2 Krispie Kreme).
As part of the campaign, via a partnership with the New York City Parks and Recreation Dept., Nike unveiled Stanton Street Courts by Kaws, two side-by-side full basketball courts that have been reimagined and painted by Brooklyn, NY-born artist Brian “Kaws” Donnelly. The outdoor courts are located at Sara D. Roosevelt Park in Manhattan’s Lower East Side.
Along with multi-sport products — including exclusive releases from LeBron James and Jordan Brand — highlights of Nike Soho include interactive digital Nike+ Running, Basketball and Soccer Trial Zones.
The Nike+ Basketball Trial Zone features a 23-foot ceiling and a half-court with video screens and sensors simulating game conditions that enable customers to go through six custom drills of varying skill levels, feeling as if they are on actual playground courts in New York.
Nike+ Running and Soccer Trial Zones offer similar experiences in their respective sports..
The Stands is a seating area to accommodate visitors for live in-store programming, which Nike said would include discussions with leading athletes, designers, and trendsetters, as well as video feed of Nike Soho’s upcoming product launches and latest store and company news.
“With Nike Soho we can realize the promise of personalized performance,” Heidi O’Neill, Nike’s president of global direct to consumer, said in a statement. “Powered by immersive digital trials and in-store experts, this store is about elevating every athlete’s potential.”
According to Serena Williams, who attended a pre-opening event in the store on Nov. 10, “It’s great to see the everyday athlete getting the same personalized treatment from Nike that I’ve enjoyed over the years. When you have experts guiding you along the way, it can make all the difference to your game.”
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