Nike‘s SoHo New York store currently features an entire first floor themed on its Air Force 1, a silhouette celebrating its 35th anniversary. Essentially Nike took the customization booth it debuted at ComplexCon and recreated it on the first floor of the store. As well, there are plenty of eye-popping wall graphics and displays, including displays of its recent series of collaborations with Travis Scott, Don Crawley, Virgil Abloh, Acroynym, and Kareem “Biggs” Burke.
In addition to stations where visitors can sit with a staff member and customize a white AF1 (you can even remove the Swoosh–shout out to Virgil Abloh!) there’s also a capsule of clothing available to customize. Depending on the the type of adjustment, the item can be personalized on the spot or picked up the following day.
We are not ones to gush, but the whole set up is quite amazing and speaks to a retail environment customers would be willing to leave their home to experience.
Nike’s New York City’s site doesn’t include info about how long the AF1 custom shoe and clothing lab will be set up, but according to an employee the option to customize both shoes and apparel will run through mid-January.
The Nike SoHo store is located at 529 Broadway and is open from 10:00 AM EST to 8:00 PM EST.
Check out some of the images below.