scorecard
  1. Home
  2. Retail
  3. news
  4. I toured one of Nike's new 'Unite' concept stores, and now I only want to shop for Nike apparel in person. See inside.

I toured one of Nike's new 'Unite' concept stores, and now I only want to shop for Nike apparel in person. See inside.

I toured one of Nike's new 'Unite' concept stores, and now I only want to shop for Nike apparel in person. See inside.
Retail1 min read
Ann Matica/Insider
  • The Nike Unite Harlem store opened on October 27 as part of the company's retail expansion plan.
  • In its 2023 Q1 earnings, Nike made $5.1 billion in revenue from direct-to-consumer sales alone.

Nike just opened its newest brick-and-mortar location, Nike Unite Harlem, in New York City on October 27.

Nike just opened its newest brick-and-mortar location, Nike Unite Harlem, in New York City on October 27.
Ann Matica/Insider

The store is part of the Nike Unite retail concept, which was launched in November 2020 as a way to reflect the communities the stores are in while getting locals more active in sports.

The store is part of the Nike Unite retail concept, which was launched in November 2020 as a way to reflect the communities the stores are in while getting locals more active in sports.
Ann Matica/Insider

Source: Nike

Other Unite store locations are in the North Bronx and East New York. Along with Nike Unite, the sport brand has additional global retail concept stores, including Nike Live, Nike Rise, Nike Style, and Nike House of Innovation.

Other Unite store locations are in the North Bronx and East New York. Along with Nike Unite, the sport brand has additional global retail concept stores, including Nike Live, Nike Rise, Nike Style, and Nike House of Innovation.
Ann Matica/Insider

Source: Nike

This opening follows the company's push to expand its physical retail presence by asmany as 200 stores in the US and Europe within a two-year window. In its Q1 earnings report for 2023, Nike reported $5.1 billion in revenue from direct-to-consumer sales and a 14% growth increase.

This opening follows the company
Ann Matica/Insider

Source: Insider and Nike

Inside the Nike Unite Harlem store is an expansive collection of the brand's shoes in hundreds of different styles and designs.

Inside the Nike Unite Harlem store is an expansive collection of the brand
Ann Matica/Insider

Special edition Air Force 1s were for sale, retailing for $120. The shoe design is inspired by Nike's annual "NY vs NY" basketball tournament, which has been running since 2017 and brings together emerging talent from high schools around New York City.

Special edition Air Force 1s were for sale, retailing for $120. The shoe design is inspired by Nike
Ann Matica/Insider

Source: Sneaker News

There were also plain white Air Forces for $100 for those looking for a more classic look.

There were also plain white Air Forces for $100 for those looking for a more classic look.
Ann Matica/Insider

The back of the store was split down the middle to separate the men's and women's shoes and had everything from running sneakers to slides to the brand's famous Air Jordans.

The back of the store was split down the middle to separate the men
Ann Matica/Insider

Although the Kyrie 8 was nowhere to be found, older versions of Kyrie Irving's basketball shoes were still being sold despite Nike cutting ties with the Nets player earlier this month after he promoted an anti-Semitic documentary on Twitter.

Although the Kyrie 8 was nowhere to be found, older versions of Kyrie Irving
Ann Matica/Insider

Source: Insider

However, there were some newly released shoes for sale, like the Nike Air Force 1 '07 Next Nature. The sneakers are made out of woven poly hemp and were available in men's sizes.

However, there were some newly released shoes for sale, like the Nike Air Force 1
Ann Matica/Insider

A footwear size chart was hanging on the wall to help customers figure out their shoe dimensions.

A footwear size chart was hanging on the wall to help customers figure out their shoe dimensions.
Ann Matica/Insider

There was also a Nike kid's shoe section with sizes 2 through 10.

There was also a Nike kid
Ann Matica/Insider

An entire wall was dedicated to children's shoes that were 30 percent off.

An entire wall was dedicated to children
Ann Matica/Insider

To get into the holiday spirit, the Nike Unite store had a winter clothing display.

To get into the holiday spirit, the Nike Unite store had a winter clothing display.
Ann Matica/Insider

Its winter collection included the Nike Clash Sherpa and Nike Swoosh Repel jackets, perfect for bundling up in during the colder months.

Its winter collection included the Nike Clash Sherpa and Nike Swoosh Repel jackets, perfect for bundling up in during the colder months.
Ann Matica/Insider

The women's section had a mix of sportswear and athleisure clothing.

The women
Ann Matica/Insider

Sports bras were priced at $19.99 each, which was significantly cheaper compared to the same items on the Nike website that retail for $38.

Sports bras were priced at $19.99 each, which was significantly cheaper compared to the same items on the Nike website that retail for $38.
Ann Matica/Insider

Vibrantly colored Nike leggings, priced at $62 online, were on sale for $24.99. There were also matching sports bras and crewnecks to complete the set.

Vibrantly colored Nike leggings, priced at $62 online, were on sale for $24.99. There were also matching sports bras and crewnecks to complete the set.
Ann Matica/Insider

Across from the women's section was the men's apparel area.

Across from the women
Ann Matica/Insider

There was a large variety of activewear to choose from, like running shorts, fitted tees, and windbreakers.

There was a large variety of activewear to choose from, like running shorts, fitted tees, and windbreakers.
Ann Matica/Insider

The Unite Harlem store had some clothing items that are no longer available on the Nike website, such as these LeBron James King Me T-shirts.

The Unite Harlem store had some clothing items that are no longer available on the Nike website, such as these LeBron James King Me T-shirts.
Ann Matica/Insider

A sign with a scannable QR code encouraged shoppers to become Nike members through the app to receive 15 percent off an in-store purchase.

A sign with a scannable QR code encouraged shoppers to become Nike members through the app to receive 15 percent off an in-store purchase.
Ann Matica/Insider

In addition to men's and women's clothing, there was a kid's apparel section with hoodies, sweatpants, and T-shirts for sale.

In addition to men
Ann Matica/Insider

A sale was going on that offered two kids' graphic T-shirts for $25.

A sale was going on that offered two kids
Ann Matica/Insider

The store had three fitting rooms available for shoppers to use to try on clothing.

The store had three fitting rooms available for shoppers to use to try on clothing.
Ann Matica/Insider

To reflect the surrounding community, the interior of the store's fitting rooms had photos of local spots in Harlem plastered on them.

To reflect the surrounding community, the interior of the store
Ann Matica/Insider

In addition to the store's retail offerings, Nike Unite Harlem will also help expand the company's Community Ambassador program through volunteering with local organizations to support young athletes in the community.

In addition to the store
Ann Matica/Insider

By the registers, a shelf was stacked high with sports accessories like Nike basketballs and water bottles.

By the registers, a shelf was stacked high with sports accessories like Nike basketballs and water bottles.
Ann Matica/Insider

There were also multiple Nike sock styles available in black and white.

There were also multiple Nike sock styles available in black and white.
Ann Matica/Insider

An employee by the register was handing out friends and family discount cards to people who live in Harlem, which could be used to get 30 percent off on a purchase between November 10th and 15th.

An employee by the register was handing out friends and family discount cards to people who live in Harlem, which could be used to get 30 percent off on a purchase between November 10th and 15th.
Ann Matica/Insider

My experience at the Unite Harlem store showed me how Nike has been able to successfully draw in customers to its growing number of retail locations.

My experience at the Unite Harlem store showed me how Nike has been able to successfully draw in customers to its growing number of retail locations.
Ann Matica/Insider

Between the store's discounted prices, limited-edition shoe offerings, and its efforts to enmesh itself in the community, I'm been convinced that Nike's in-person retail spaces are truly the best way to shop the brand.

Between the store
Ann Matica/Insider
Newsletter BI Logo
BI NEWSLETTER

Get your weekly dose of essential news delivered right to you, plus explore a world of insights with our diverse newsletter subscription options.

  • Weekly newsletter
  • Uncover the latest in Tech, Finance, Business, and more
  • Handpicked web stories, in-depth articles, and expert analyses
Copylink BI



Advertisement