Nike’s upcoming flagship New York location will utilize your iPhone to find shoes, more

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Nike today announced that it would soon be building a new flagship store in New York City on West 52nd Street. Amongst a number of details in the press release (shown below) is that the fifth floor would be for NikePlus members-only with special access to “unique products, experiences and customization opportunities.” That includes sessions with Nike’s own Experts that offer personal shopping and more.

Along with access to the members-only floor, check-in via Nike’s smartphone app will enable preference-based push notifications and a few other nifty features. That includes the ability to scan a shoe using a device camera to gain instant access to size and color availability. NikePlus members will also be able to checkout within the app.

The new flagship Nike store location is set to open in early 2019.



Nike’s new flagship store, covering more than 69,000 square feet at 650 Fifth Avenue at West 52nd Street, will open in early 2019.

“Our new flagship store is about serving all of our consumers – especially our NikePlus members — with pinnacle innovative products, a unique design and environment and the very best of personalized service,” says Heidi O’Neill, President of Nike Direct.

Floors one through four of the forthcoming store will feature a multi-sport assortment of product innovation and services. The lower level will be home to Hyperlive, Nike’s new small-format retail concept (which was unveiled during the company’s recent investor day) that will feature a curated, data-driven assortment of local essential products, inspired by the sporting heartbeat of the city. Services there include speed lockers for easy pick-up and returns, along with a sneaker bar for style advice.

The fifth floor, a NikePlus members-only destination, will provide access to unique products, experiences and customization opportunities. Members will also enjoy access to Nike Expert sessions — one-on-one appointments with a highly-trained Nike Expert who can offer personal shopping and advice on all aspects of their sport goals and product needs.

When members check into the store they can receive push notifications based on preferences and their membership profiles. And when they scan a shoe using their phone’s camera, they’ll gain instant access to what’s available in their size and preferred color. NikePlus members will also be able to skip the line and instantly purchase product through a seamless digital checkout in the Nike app.

As part of the company’s Nike Direct strategy to continue connecting with consumers personally through premium products, experiences and services, the current Niketown New York store at 6 East 57th Street will close in Spring 2018.


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