Nike Soho

Opened in April 2026, this 40,217 square foot single-level store is built to shift through the year around the city's major sporting moments. During our visit it was the World Cup, with the U.S. Open and NYC Marathon to follow. The interior leans hard into New York. Industrial materials, graffiti details, the city's visual identity throughout. Key features include a NikeSKIMS dedicated area, Nike By You in-person customization, and a Jordan Brand Soul Tower exhibition. The Jordan Soul Tower is a museum-style exhibit built around the Jordan Public Archives. It traces how New York's streets and courts shaped Michael Jordan and sneaker culture, with archival photography and a listening station playing the sounds of the city. This store is a live example of retail agility. It's designed to move with the city's calendar rather than stay fixed. When the Knicks won the championship, the space became a Knicks celebration overnight. The following week it flipped back to soccer. That speed lets the store meet the city in the cultural moment that matters, while most retailers are still planning the one that already passed.