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First Look: Nike SoHo is something to see — and experience

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Nike has upped its game in downtown Manhattan.

The athletic giant has opened a five-level, multi-sport category outpost in the heart of New York City’s SoHo neighborhood.

Designed to deliver the best of Nike’s personalized services, from exclusive trial spaces to product customization, the 55,000-sq.-ft. store is an immersive experience that offers a link between Nike’s digital and physical platforms Shoppers can do everything from take a virtual run in Central Park to shoot basketballs surrounded by the sights of the city’s iconic basketball courts.

“We’re leading the transformation of sport retail — offering the best of Nike products, services and experiences under one roof,” said Heidi O’Neill, Nike’s president of global direct to consumer. “With Nike SoHo we can realize the promise of personalized performance. Whether you’re training for a marathon, shooting hoops or doing drills on our in-store court, or if you love sneakers, Nike SoHo will help you raise your game. Because it’s more than a store — it’s a personal sport experience.”

• Nike+ Basketball Trial Zone: Located on the fifth floor, this area spans nearly an entire half court, with an adjustable hoop and 23-foot ceilings. Consumers are able to shoot hoops, test basketball shoes and do custom drills with the guidance of in-store certified store athletes. Surrounded by high-definition screens, the space immerses consumers in the sights and sounds of iconic New York basketball courts.

• Nike+ Running Trial Zone: Located on the first floor for women and the third floor for men, the Trial Zone allows consumers to test out shoes on a treadmill. Through 90-second run segments, and with screen options for Central Park and the West Side Highway, the consumer experiences Nike+ Run Club with Nike Pacers and real-time, on-screen feedback via two cameras.

• Nike+ Soccer Trial Zone: Located on the third floor, this is a 400-sq.-ft. boot trial area with a synthetic turf field floor. Shoppers can try out Nike soccer cleats and receive guidance from in-store certified trial athletes on product features and benefits.

• Nike+ SNKRS Experience: Featuring the largest dual-gender footwear wall in any Nike store worldwide, this department is on the second floor.
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