The store is located at 529 Broadway, a block away from an Adidas Originals store, which opened in August.
The location will feature stores within the store, each catering to a different type of Nike customer, from the sneakerhead to the basketball fanatic to the female athlete.
Part of its plan to increase digital sales includes aligning its physical stores more closely with its website. This allows shoppers the same access to Nike products, regardless of whether they’re shopping online or in-store.
Powell said this was the first time he’s seen a retailer target so many types of customers under one roof.
As with any new type of store, it will function as a lab, where Nike can experiment and see what works and what doesn’t, Powell explained.
As Nike tracks how shoppers react to its newest store, it will roll out certain components to its other 1,000 stores around the globe, O’Neill said.
For athletes, there are separate trial zones that simulate real-world conditions: Runners can test shoes on a treadmill equipped with video screens that take them on a 90-second run through Central Park.
For basketball die-hards, there’s a half-court with 23-foot ceilings and an adjustable hoop, with a gaming engine that guides shoppers through a series of drills. The test takes place in front of video screens that provide real-time tracking and puts the player in New York’s famous Dyckman or Brooklyn Bridge parks.
For soccer fans, there’s 400 square feet of synthetic turf encased in glass walls, where shoppers can test cleats.
The store caters to women with an area called The Lounge. The area features spacious fitting rooms, personal shopping appointments, bra fittings and pant hemming.