Nike House of Innovation [8pm closing]

Nike's permanent House of Innovation flagship on Fifth Avenue is running as a live World Cup activation hub right now. On June 12, the store hosted Brasil Bloco, a Brazil-inspired experience with a live DJ set, exclusive Nike By You graphics featuring artwork by Camila Rosa, and appearances by football legend Denílson and artist Eduardo Kobra. The store is part of Nike's broader World Cup strategy: rather than anchoring around a single hero campaign, Nike is running a 12-week rolling activation model that distributes energy across product drops, collaborations, and community moments. The House of Innovation is one of the primary physical stages for that.