House of MERC [Opens at 11]

Nike has returned to its former NikeLab 21 Mercer home for the World Cup summer, transforming the iconic SoHo address into a soccer and culture experience created with Pro:Direct Soccer and SoccerBible. The space features rare Nike archive product, exclusive collections, customization, and community programming built around the Mercurial boot. The windows are wrapped in archival-style Nike Football graphics, and the space is designed as a physical home for the cultural energy surrounding the World Cup landing in North America. A sharp example of nostalgia as retail strategy. 21 Mercer was Nike's epicenter in downtown Manhattan before flagship stores and experiential retail became commonplace — reactivating it for the World Cup is a deliberate signal to a specific community that Nike knows exactly what that address means.