NIKE is doubling down on women-first retail in London with the refreshed Nike Women King’s Road concept, a dedicated space designed exclusively for her and brought to life in collaboration with retail specialists Acierta Retail. The store reopens as a bold physical expression of NIKE’s focus on performance, style, and community for female athletes in Europe’s most competitive retail markets.
A women-only concept in Chelsea
Located at 33 King’s Road, London SW3 4LX, the new Nike Women King’s Road is a women-only store experience that leads with sport performance, complemented by curated lifestyle and fashion-forward collections. The space forms part of NIKE’s wider strategy to serve women “with the best of Nike products and experiences where and how she shops”.
The store assortment focuses on running, training, and lifestyle, with hero footwear including Pegasus Premium, Vomero 18, and Structure 26, alongside fashion-driven silhouettes such as Shox Z and Air Max Muse. Apparel highlights include the Weatherized Running story and the Winterized Swift Premium collection, giving London consumers performance gear built for the city’s shifting weather.
Acierta’s sculptural “Nike Womens Catalyst”
Retail production house Acierta Retail, with studios in London and Valencia, led the architecture, site construction, technical development, production, and installation for the dramatic “Nike Womens Catalyst” centerpiece at King’s Road. Their large-scale sculptural installation wraps the store in dynamic lines and light, echoing movement and speed while framing key product stories across multiple levels.
The design is creatively rooted in her shopping preferences, combining premium materials, sculptural forms, and layered lighting to create an elevated yet approachable atmosphere. From the cohesive boutique footwear wall to bespoke seasonal displays, every detail is engineered to make it easy for women to navigate performance and lifestyle in one seamless journey.
Nike’s winged muse and storytelling
Inside the refreshed King’s Road space, a large-scale wing sculpture acts as a modern tribute to NIKE’s muse, the winged goddess of Victory, setting the tone from the moment shoppers step inside. This visual anchor connects back to the brand’s heritage while framing new women’s stories in sport, movement, and self-expression.
Storytelling carries through the store via curated windows and seasonal vignettes that hero weather-ready running, key collaborations, and exclusive drops for London. The environment is intentionally playful and energetic, balancing technical performance details with a fashion-forward, boutique-like feel.
Experiences designed for her
Beyond product, Nike Women King’s Road is built to serve women with tailored services and experiences in London. The concept introduces digital and in-person tools, such as bra fit and shoe fit services, to help her find the right product by combining expert staff guidance with smart tech.
In line with NIKE’s broader women’s strategy in London, the store also connects to a calendar of community programming, workouts, and style-led moments that bring local athletes and creatives into the space. This approach positions King’s Road as both a store and a neighborhood hub where women can discover products, learn, and train together.
A clear signal of Nike’s commitment to women
With Acierta Retail’s “Nike Women’s Catalyst” design, the reopened King’s Road store strengthens NIKE’s positioning in women’s sport style at a time when demand for elevated, female-focused spaces is rising in London and across Europe. The project shows how tightly integrated design, storytelling, and community can redefine what a women-first performance and lifestyle store looks like today.
