Matt Varga For sneakerheads in the Big Apple, the news that Nike’s SoHo store would be shutting down was a seismic development. For both native sons and daughters and visitors to the storied Lower Manhattan neighborhood, the Spring Street locale was a landmark in its own right, often serving as a splashy showcase of the latest and greatest flowing from Beaverton with billboard-style displays of A’Ja Wilson’s first signature one of the last to grace its window displays.
Though word on when or whether Nike will maintain a long-term presence in SoHo hasn’t come down yet, those bemoaning the end of 529 Broadway have a salve all the same. Beginning today (April 16th), Nike is back in business at 611 Broadway at a temporary retail location. Conceptually mirroring much of what’s on display at the House of Innovation in Midtown, its further-downtown counterpart maintains the focus on the athlete with track-like decorations and actual sports gear throughout the space.
Arguably most notable is the Jordan “Soul Tower” that includes the Jordan Public Archives. On top of housing the latest and greatest from the Jumpman, special displays celebrate MJ’s most lasting moments in the Big Apple and the localized influence of Jordan shoes on the city.
Again, Nike has communicated that this will be a temporary space, but whether that means a further evolution at 611 Broadway or new digs entirely is unclear. If you’re able to make it out to the new space around the time of this writing, catch the “Artist Residency” event on April 18th including a LAAMS-led Nike By You activation.
