At 611 Broadway, this immersive retail space blends sport, street culture, and NYC energy—with next-level customization experiences.
- Nike and Jordan Brand launch a new pop-up store in SoHo, New York.
- The space is designed to evolve throughout the year, starting with a global football focus.
- Features include NikeSKIMS, Nike By You customization, and the standout “Soul Tower” installation.
Nike and Jordan Brand are turning SoHo into their latest playground—and it’s not just another store.
Located at 611 Broadway in New York City, this new Nike pop-up is built as a living, breathing concept space. Designed to reflect the pulse of the city, it merges sport, fashion, and raw New York culture into one constantly evolving experience.
Step inside, and it’s pure NYC.
The interior pulls heavily from the city’s visual DNA—industrial textures, graffiti-inspired details, and bold, oversized design elements. One standout feature? A ceiling inspired by layered street posters, paying tribute to the city’s deep-rooted marathon and running culture. But what really sets this space apart is its flexibility. Instead of staying static, the store will continuously transform to match key cultural and sporting moments—kicking off with a global football theme before shifting to major events like the US Open and the New York City Marathon.
This is retail as a living experience.
Inside, visitors get access to some of Nike’s most exclusive drops, including a dedicated NikeSKIMS area. But the real highlight is personalization. Through Nike By You, customers can customize sneakers and apparel with unique graphics and add-ons—including a limited-edition SoHo pack designed by local creatives like LAAMS. There’s also a Jersey By You station, offering fully personalized jerseys on the spot.
Jordan Brand brings its own heat to the space.
With a dedicated retail zone rooted in basketball heritage and NYC influence, the brand showcases curated pieces alongside its Brazil national team collection—the first to feature the iconic Jumpman logo. At the center of it all sits the “Soul Tower,” an immersive installation built from the Jordan archives. Created in collaboration with Hood Century Modern, the exhibit blends archival storytelling, local photography, basketball-inspired art, and even a custom sound station capturing the rhythm of the city.
The pop-up officially opened on April 16, 2026, with an exclusive sneaker customization event dropping April 18—featuring Nike’s Artist in Residence program alongside LAAMS.
Bottom line: this isn’t just a store—it’s a statement.