Nike and Jordan Brand Open Temporary Soho Store in NYC

Summary

• Nike and Jordan Brand have launched a new temporary retail space located at 611 Broadway in New York City
• The flexible storefront is designed to shift throughout the year to reflect major local events, starting with a spotlight on global football
• Key features include a dedicated NikeSKIMS area, exclusive Nike By You customization, and a Jordan Brand “Soul Tower” exhibition

Nike and Jordan Brand have officially opened the doors to a new, temporary Nike SoHo store in New York City. Located at 611 Broadway, the dynamic retail space is designed as a highly localized and flexible concept that seamlessly blends sport, style, and authentic NYC culture under one roof.

The store’s interior leans heavily into New York’s iconic visual identity, utilizing industrial materials, graffiti details, and large-scale design touches that capture the city’s raw creative energy. A unique ceiling treatment inspired by wheatpasted posters pays homage to the robust marathon culture that has long shaped the local running scene. Rather than a static layout, the retail space will actively shift throughout the year to reflect major cultural and sporting moments, beginning with the global football spotlight before transitioning into events like the US Open and the New York City Marathon.

Shoppers will have access to some of the brand’s newest product stories, including a dedicated area for NikeSKIMS. The store also emphasizes personalization through the Nike By You experience, allowing visitors to customize select footwear and apparel with exclusive accessories and graphics—including a limited SoHo-only pack—created by local artists like LAAMS. Additionally, a limited-time Jersey By You station will offer custom jersey personalization.

Jordan Brand stakes its own claim within the space, unveiling a dedicated retail area built around basketball heritage and New York influence. Alongside curated NYC-themed products, the section highlights the Jordan Brand Brazil National Team away kit and streetwear collection, marking the first national football team kit to feature the iconic Jumpman logo. Anchoring this section is the new “Soul Tower” installation, which showcases the Jordan Public Archives. Developed in collaboration with Hood Century Modern, the community-focused exhibition features archival storytelling, local photography, basketball-inspired artwork, and a custom listening station capturing the sounds of the city.

The Nike SoHo store officially opens on April 16, 2026, with a special Artist in Residence footwear customization event in partnership with LAAMS scheduled for April 18.