Nike SoHo, NYC Store Opening April 16

Nike and Jordan Brand will officially open a new Nike SoHo store on April 16, bringing a combined retail concept to 611 Broadway in New York City.

The space is designed as a temporary, fast-built location that focuses on serving local consumers with direct access to both brands’ latest product, services, and customization options . Rather than operating like a traditional store, the layout will shift throughout the year to reflect key sporting moments, starting with a focus on global football before transitioning to events like the US Open and New York Marathon .

The design leans into New York’s identity, using industrial finishes, graffiti elements, and visual references tied to the city’s running culture. Inside, shoppers will also find dedicated areas for NikeSKIMS, Nike By You customization, and Jersey By You personalization, with select graphics created in collaboration with local artists .

Jordan Brand has its own section within the store, offering a focused mix of footwear and apparel alongside a storytelling installation that highlights the brand’s history and connection to New York basketball culture .

While this announcement centers on the retail experience, one of the preview images shows the Air Jordan 11 “Gamma,” suggesting that the pair could be available at open. Nike has previously used store openings to reintroduce high-demand pairs, so it’s something to watch heading into launch.

Nike SoHo opens April 16, with additional in-store activations planned through opening weekend, so make sure to check out the store, located at 611 Broadway in New York City.