Nike and Jordan Brand have opened a new temporary Nike SoHo store at 611 Broadway, creating a retail space that blends sport, style, and New York culture under one roof. Designed as a more local and flexible concept, the store will shift throughout the year to reflect major moments in the city, starting with this summer’s global football spotlight before moving into events like the US Open and New York City Marathon.

The space leans heavily into New York’s visual identity with industrial materials, graffiti details, and large-scale design touches that reflect the city’s raw creative energy. A ceiling treatment inspired by wheatpasted posters also nods to the marathon culture that has long shaped the city’s running scene, helping the store feel more connected to the neighborhoods and athletes it is meant to serve.
Nike SoHo also gives shoppers access to some of the brand’s newest product stories and services. NikeSKIMS has its own dedicated area in the store, while Nike By You lets visitors customize select footwear and apparel with exclusive graphics and accessories created by local artists, including LAAMS. A limited SoHo-only graphics pack is part of that experience, and Jersey By You will offer custom jersey personalization for a limited time.

Jordan Brand brings its own distinct identity to the store through a dedicated retail area built around basketball heritage, fashion, and New York influence. That section features curated footwear and apparel, including local NYC-themed product, while also highlighting Jordan Brand’s Brazil National Team away kit and streetwear collection, the first national football team kit to feature the Jumpman logo.

A new Jordan “Soul Tower” installation anchors the storytelling side of the space by showcasing the Jordan Public Archives, a community-focused exhibition centered on the brand’s ties to New York basketball and culture. Developed with Hood Century Modern, the experience includes archival storytelling, local photography, basketball-inspired artwork, and a custom listening station that brings in voices and sounds from across the city.
Nike SoHo officially opens April 16th in New York City, with an Artist in Residence footwear customization event scheduled for April 18th in partnership with LAAMS. The store feels less like a standard retail launch and more like Nike and Jordan Brand building a changing, city-driven hub around the moments and communities that define New York sport.
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