Nike will always be associated with Oregon, especially since its world headquarters are located there and founder Phil Knight keeps deep ties to his alma mater, the University of Oregon. But Nike also has tied itself to New York, especially with its recent launch of Nike SoHo, a five-story, multi-sport category, 55,000-square-foot retail experience that will open in SoHo at 529 Broadway at Spring Street tomorrow.
The flagship store was designed to deliver the best of Nike’s personalized services, from exclusive trial spaces to product customization, creating a seamless link between Nike’s digital and physical platforms.
To help celebrate the launch and the prominence of the Swoosh in the Big Apple, Nike has launched a #NYMade campaign. The campaign features product, athlete and consumer moments across the city.
Outdoor and digital marketing efforts will feature personalities with ties to the city, including Odell Beckham Jr., Victor Cruz, Serena Williams, Nas and Bella Hadid. Live events throughout the city will also happen at key locations, including with athletes Serena Williams (Nike SoHo), Victor Cruz at KITH x NIKE pop-up store, and designer John Elliot (Nike SoHo).
The efforts will also be promoted on a dedicated website that features the signature NYC Nike products, profiles and stories of NY athletes, notifications of exclusive product drops, news of training sessions, Nike services and glossy gear shots.
The launch will promote new collections and products, including the Gyakosou collection, the “What the Kyrie” and a special collaboration between Nike and Elliott. Additionally, in a unique sport and cultural crossover, a special basketball court designed by the artist KAWS, a giveback to the city, will be unveiled today at Sara D. Roosevelt Park.
“New York is at the heart of Nike and Nike is at the heart of New York. We’re celebrating this city and the sport and energy that drives it through our best athletes and products. Nike understands better than anyone that if you prove yourself here, you’re New York Made,” Alero Akuya, Senior Brand Director for Nike in New York.
Beyond the launch, the company says that “’NY Made’ will continue connecting with New Yorkers in new ways during the city’s most important sport and cultural moments.’