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Nike Is Back in SoHo With a New Store, Designed to Transform Throughout The year

Nike is back in downtown New York City, and this time, it's doing things differently.

Published: Apr 23, 2026 3:46 PM Updated: Jun 8, 2026 1:26 AM

By Sam Ohemeng

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Nike Is Back in SoHo With a New Store, Designed to Transform Throughout The year

Credit: Nike / LinkedIn

Nike is back in downtown New York City, and this time, it’s doing things differently. On April 16, 2026, the sportswear giant opened its doors at 611 Broadway, a 40,217 square foot single-level store in NoHo that officially marks the brand’s return to the SoHo community it has called home for over 20 years.

A New Chapter After 529 Broadway The new location follows the January 2026 closure of Nike‘s beloved five-story flagship at 529 Broadway, which was sold to IKEA.

Rather than rebuild a traditional multi-floor retail palace, Nike made a deliberate creative choice: cross Houston Street into NoHo, take a single sprawling floor, move faster than ever, and lead with Sport and Culture.

The result is a store that feels more like a creative hub than a conventional retail space, sitting directly across the street from a competitor and making no apologies for it.

Head of Nike North America Store Development, Chris Littrell, said, “SoHo is a rare blend of artist culture, historic architecture and an epicenter of fashion and food. Nike retail stores have been a part of this community for 20+ years at 21 Mercer followed by our recently closed flagship at 529 Broadway…

Nike Is Back in SoHo With a New Store, Designed to Transform Throughout The year

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Nike Is Back in SoHo With a New Store, Designed to Transform Throughout The year

Nike is back in downtown New York City, and this time, it's doing things differently.

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