Nike‘s flagship store NikeTown has just re-opened its women’s floor in London following months of renovation, and the Swoosh has created a never-before-seen retail experience. The new floor features a vast selection of women’s sportswear ranging from football boots and kits, to all the latest sneakers as well as apparel for day-to-day wear as well as working out.
What makes the new retail space unique is Nike’s new and inclusive way of presenting its vast array of products. The Swoosh has introduced mannequins with different body-shapes and sizes so that customers can get the idea of a product’s versatility and sizing. This is Nike’s first store location where the new concept has been introduced, and the sportswear giant will carry it on in upcoming stores across the world. Mannequins wearing a running blade, a tool worn by several Paralympic runners, are also present at the store, showing customers that the store can help with customizing pieces for physically disabled athletes.
In the middle of the space there’s a huge circular display which is inspired by the label’s World Cup Kit reveal in Paris in April this year. The display features sneakers like new iterations of the chunky M2K Tekno, the classic Air Force 1 and more streetwear-ready trainers, which all feature a QR code which can be scanned in Nike’s app and brought out straight to you on-site to avoid queuing and waiting around.
Take a look at the retail space in the gallery above, and if you’re in London, make sure to pay a visit to the new NikeTown Women’s floor.
236 Oxford St.
London, W1C 1DE