Nike has opened the doors to its latest NYC storefront in SoHo.

Located at 611 Broadway — inside the space once home to Crate & Barrel — Nike’s SoHo residency is set just two blocks north of its prior location at 529 Broadway. (The location also hosted a temporary Kith pop-up when the Ronnie Fieg-founded label briefly closed its NoHo store for renovations.)

The space, which opens to the public on April 16, is a temporary one. While no specific timeline was disclosed for how long the store will occupy the location, the shop is set to play host to several special installations surrounding the World Cup, the U.S. Open and the New York City marathon.

Shannon Glass, vice president of Nike Direct, said in a statement that the company’s new SoHo store “represents the beginning” of the Swoosh’s next chapter toward building hyperlocal sport worlds to serve and celebrate local athletes and the sport moments that matter to them – starting in NYC and later, other cities around the world.

“It’s a culturally rich, dynamic experience and combined with our product innovations from both brands is an invitation for all athletes in the community to pursue their dreams,” Glass said.

Spanning a single floor, the store features Nike and Jordan products under one roof is “designed to be an epicenter of sport as well as a cultural hub for the local community of athletes and artists to come together,” the company noted.

Aside from a large localized sport moment at the front of the store, the shop also houses dedicated spaces for Nike men’s and women’s ranges. Within these, there are areas for Nike running, sportswear and basketball apparel and footwear as well as a destination for NikeSkims.

Within Nike SoHo, Jordan Brand introduces a dedicated retail space – an elevated, hyperlocal expression of the brand rooted in sport, style and the energy of New York City. Designed to deliver a “soulful expression” of the brand, the space brings Jordan’s heritage in basketball and sport culture to life in a way that feels distinctly New York.

“New York City doesn’t just follow basketball culture – it has long defined it,” Jeremy Bolds, general manager for Jordan Brand in North America, added. “The Jordan Brand space at Nike SoHo gives us a powerful way to blend our rich heritage while celebrating the city, the game and the culture we’ll continue to explore and create together in the years ahead.”

Entering the Jordan space, consumers will be immersed in a curated mix of footwear and apparel, including seasonal product and hyperlocal styles such as SoHo- and NYC-themed tees. The space also showcases a milestone moment for Jordan Brand on the world stage: the Brazil National Team away kit and streetwear collection, marking the first time the Jumpman logo appears on any national football team kit.

Debuting a unique, one-of-its-kind Jordan retail experience, the Jordan “Soul Tower” is a dedicated storytelling space featuring the Jordan Public Archives – a curated exhibition exploring how Jordan Brand is embedded within New York’s sport and cultural landscape. Told through the lens of the community, it brings together Michael Jordan’s most iconic moments in the city, the legacy of local high school basketball and the influence of Jordan style across all five boroughs.

To bring this experience to life, Jordan Brand worked with Hood Century Modern, a platform dedicated to telling stories about how Black communities have shaped, preserved and reinterpreted mid-century design. At the footwear wall, a bespoke listening experience curated by Hood Century brings together voices from across New York City, a curated playlist and stories of the Jordan Brand. Throughout the experience, consumers will find local basketball-inspired artwork and photography that highlights the city’s rich creative community.

Overall, Nike noted that the store’s design reflects New York City’s gritty, scrappy, street-based character. The space is speckled with graffiti tags and throw-ups as well as a full-ceiling mural created by pioneers of NY graffiti. Other details include a running bib wheat paste ceiling as a nod to the wheatpasted posters the city is known for, and to pay homage to the New York marathon.

The store also features the “Nike By You” customization, which offers consumers the chance to personalize select footwear and apparel with exclusive graphics and accessories created by local artists, including LAAMS, an NYC-based cultural retail and community collective. A limited-edition SoHo-only graphics pack will be available to customize Nike and Jordan apparel product.

Also available at the store is “Jersey By You,” Nike’s jersey customization experience, which gives athletes and fans the chance to personalize select jerseys with names, numbers, and bespoke details, for a limited time. 

As part of the store’s opening weekend, Nike SoHo with host an artist in residence on Saturday, April 18, for an exclusive footwear customization experience in partnership with LAAMS.