Upon entry, you’ll be met with graffiti tags, stickered poles, and a wheatpaste ceiling designed by NY street art pioneers. If you didn’t confuse it for an extension of the streets, you may confuse the store for a tree lined park with the running track, basketball, and weight-inspired interiors. The store differentiates from typical retail experiences, not aiming to sell you a product, but to reflect you in their product. Nike By You provides the platform to customize select footwear and apparel with exclusive designs from NYC-based artists. Limited-edition graphic packs will be available only at the SoHo location for the community to individualize their apparel. In addition, Jersey By You gives athletes and fans the opportunity to personalize bespoke jerseys for a limited time. It’s a collection fueled by NYC creatives for NYC athletes, celebrating the crossover between art and activity.
If you have a body, you are an athlete. The brand deconstructs the notion of athleticism by asking, is there much difference between artists and athletes? At least within the confines of Nike SoHo, the lines between art and activity bleed into each other. It recognizes their mutual relationship; you can’t have one without the other. It also recognizes every body is an athlete: man or woman. The store encapsulates this in their dedicated space for NikeSKIMS, spotlighting women’s involvement in the world of movement.
Further within Nike SoHo lives a dedicated Jordan Brand arena, featuring SoHo and NYC themed footwear and apparel. More so, the space highlights Jordan’s milestones – such as the 2026 Brazil set, the jumping man’s first appearance on a national team. The Jordan “Soul Tower” features the Jordan Public Archives, a makeshift museum of the brand’s monuments. It narrates Michael Jordan’s most memorable moments in the city, and how this legacy lives physically on the courts of high schools and visually in the style of native borough dwellers. To curate such a culturally rich environment, the brand partnered with Hood Century Modern, a platform dedicated to the narrative of how Black communities shape, preserve, and reinterpret mid-century design. Apart from visuals, Hood Century Modern activates the auditory senses with a listening experience of New York voices and Jordan Brand stories.
Nike SoHo is an active space curating meaningful connections between sport and culture, product and people. It is more than just a storefront, its an display of NYC heritage and community. You’ll only find unique artisanship in NYC, and you’ll only find a store that appreciates it in Nike SoHo, 611 Broadway.
