Nike and Jordan Brand have swung open the doors at 611 Broadway, and this is not your standard roll-out. The new temporary SoHo store is built around a striking premise: the space will actively transform throughout the year, shifting its layout and product focus to mirror whatever cultural or sporting moment is gripping New York at the time. First up, global football takes centre stage.
The interior design leans hard into New York's visual DNA. Industrial materials, graffiti detailing, and large-scale graphics capture the city's creative grit. A ceiling treatment inspired by wheatpasted posters nods to the marathon culture that has long shaped the local running scene, layering texture and narrative into the architecture itself. Nothing about this space feels imported. It feels lived in.
Product-wise, the store carries some of Nike's freshest stories. There is a dedicated NikeSKIMS area, marking the brand's continued push into the intersection of performance and lifestyle. The Nike By You customisation experience gets prime positioning too, offering visitors the chance to personalise select footwear and apparel with exclusive accessories and graphics, including a limited SoHo-only pack created by local artists LAAMS. A temporary Jersey By You station rounds out the customisation offering.
Jordan Brand stakes its own claim within the space. A dedicated retail area built around basketball heritage and New York's influence features curated NYC-themed products, and notably, the Jordan Brand Brazil National Team away kit and streetwear collection. This marks the first national football team kit to carry the Jumpman logo, a detail that will not be lost on anyone who understands what that symbol means beyond the hardwood.
Anchoring the Jordan section is the new Soul Tower installation, which houses the Jordan Public Archives. Developed in collaboration with Hood Century Modern, this community-focused exhibition layers archival storytelling, local photography, basketball-inspired artwork, and a custom listening station tuned to the sounds of the city. It is less retail, more cultural index.
The Nike SoHo store opened to the public on April 16, with an Artist in Residence footwear customisation event in partnership with LAAMS scheduled for April 18. If the rotating concept holds, this space will feel different every time you walk through the doors. That is the point.