• Jacobs Communications

Inside Nike's Flagship Store: 100% Inspiration

Nike’s newest New York City addition, the House of Innovation 000, is the embodiment of the future of retail. Covering 68,000 square feet in the heart of Fifth Avenue shopping, the brand’s relocated flagship is an immersive mix of technology, inspiration, customization, and personalization. We went inside this inspirational masterpiece in retail and took tons of photos. We were definitely left inspired to get active!

Each floor is has an incredibly well curated and creatively merchandised product selection as well as fully attentive and available ‘store athletes’ (aka associates) ready to answer any and all questions. Each element throughout the store’s six floors is incredibly intentional and powerful.

Take a view through each floor below:

Below Ground - Sneaker Bar

The Nike Speed Shop is housed in the store’s lower level and utilizes local data that tracks consumer clicks to stock shelves based on their wants. The Sneaker Bar gives consumers the opportunity to leverage the assistance of a store athlete to reserve items with just a phone call and have them held in an in-store locker for convenient pickup.

First Floor - Customization

The majority of the main level is focused on customization, featuring maker stations where consumers can design a pair of shoes by selecting their choice in die, laces, fabrics, decals, and more. There is a rotating biweekly schedule of shoe drops paired with an athlete and artist that inspires the selection of customization elements. This week’s shoe was the Nike Zoom, the athlete was the 2017 NYC Marathon winner, Shalene Flanagan, and artist was Miami based illustrator, Gabriel Alcala.

Second Floor - Women's Wear

While Nike has historically lacked substance in women’s wear, their second floor experience aims to change that by featuring impressive displays of clothing, outerwear, shoes, and gear. This is the first time there is a real dedication to details that make the women’s product feel special and distinctively Nike. There is also a small selection of kid’s gear on this floor as well.

Third Floor - Men's Wear

The men’s floorpad is a showcase of Nike at its strongest – streetwear and sports partnerships (e.g. NBA jerseys) – as the majority of the selection on this floor is vignettes and mannequins that inspire the everyday athlete, in sport and in life.

Fourth Floor - The Lab

The Sneaker Lab takes up the entire fourth floor and is home to the largest selection of Nike footwear in the world – from classics to the newest drops, it’s a shoe candy store. The Lebron 16s are the headline at the entrance of the floor, with early sketches and the design process of the cult favorite looping on screens and rendered on tables. Then the rest of the floor is separated into a men’s and women’s section with white backlit displays that makes each shoe shine.

Fifth Floor - Personalization

The top floor of the store is dedicated fully to personalization. With ‘Nike By You,’ there’s an opportunity to personalize product with the colors and features a consumer wants. Additionally, there are alterations, bra fittings, and the ‘Nike Expert Studio’ where you can get expert guidance, style tips, and access to a concierge as a NikePlus Member.


In true Nike fashion, they also ensured connectivity throughout the experience. Here are a few technology highlights:

In addition to the local data fueling the Speed Shop, the entire store is technology enabled. Through connected QR codes, you can shop any look featured on mannequins or to have a store athlete run you your requested size in something simply by selecting it on the Nike App. The Nike App also works as Instant Checkout to skip lines and simply scan and pay. Many walls are also digital LED boards playing content like athlete images, behind-the-scenes process pictures, or even motivational quotes.

Visit @ 650 Fifth Avenue, New York, NY 10019


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