Recap: NikeTown London redevelopment

On November 8th 2010, NikeTown London officially re-opened it’s doors after a full redevelopment. Expanding itself from three to four floors, the newly designed store now sells over 2,500 Nike product styles with all four floors dedicated to specialist sports and styles including running, basketball, football, rugby, tennis, women’s wear, Nike 6.0, training and the Nike Sportswear range. We got invited to pop down and take a look at the redevelopments first hand, needless to say we were very impressed.

Those of you used to the old NikeTown London will not notice a huge change on the ground and first floors, but taking the escalator up a couple of floors reveals where the serious work has been done. First up the new basketball section, where inevitable focus has been emphasised on Lebron James, no surprise really. There’s plenty of lifestyle and kits on offer from the Lebron range and also from this years FIBA World Basketball Championship. Jordan Brand has a section where you will find the latest AJ’s and also plenty of apparel, a great spot to utilise with those Cool Grey XI’s and Cement III’s on the horizon. Kobe fans stay cool, there’s a decent amount of Kobe product on sale too. There’s a little quirkiness in mix too, an electronic score bored and a life size mannequin of Lebron to match yourself up to (he’s nothing, I could school him…) are great touches.

We love Nike’s running output here at TDS. There was always plenty of selection for the running crew in NikeTown but it’s been taken up a notch. There’s trained staff to help you find the right runner to fit your needs with the running machine still intact and video gait analysis. It’s refreshing to see emphasis on a modern running/lifestyle crossover that works so well and it’s interesting to see the likes of the Lunar Eclipse, Free Run+ and Lunar Swift placed beside sections that include Destroyer Jackets and AW77 hoodies. Basically there’s just a great mixture of Lunar, Free and Air Max, so all tastes are catered for. Also, the Livestrong collection has it’s own little sub-section within the running department, which is great too see. Moving up the escalator to the top floor you’ll see a cabinet full of OG make-ups of the AM90 Infrared and an AJ III in the fire red colour-up, which I was personally a little disappointed with (where are the OG Cement III’s or Cement IV’s at?).

There’s a great amount to take in while in the store, there’s a section for everything. The design of each section is something to be admired, with each specialist department combining a great mixture of design and it’s particular sports style. Nike 6.0 gets it’s own corner with a great design aspect that feeds well into the extreme sports vibe of 6.0. The rugby section includes kitted out mannequins which stand on real grass, including mud which is caked all over the rugby kits. Tennis fans should be pleased with a section which see’s a lifestyle mannequin of Roger Federer and a wall paying homage to the all time greats.

Basically, this new NikeTown is pretty much incredible and it’s now the largest Nike store in the world at this present time. Those of you who live in London have probably checked it out by now, but if you haven’t, or if you’re planning those Christmas shopping trips, I highly recommend going down to check it out as it’s just a pleasure to walk around.

The opening times of NikeTown London (on Oxford Circus) are:
Mon-Sat 10am-8pm (Wed, Thur, Fri 10am-9pm during holiday period only), Sunday 12pm-6pm.

Chris Benfield

Chris is a multi-disciplinary designer working across editorial, print, identity and digital for a variety of industries. Previous clients include Nike, PUMA, Dazed & Confused and Boxfresh.

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  • BKD

    this place looks epic!!


    I used to work there from 2001-2005, and its about bloody time they fixed it up to make it the kind of futureproof retail outlet x conceptual space it needed to be….

    Big up all the NTL crew from back in the day….. U know what it is!!!

  • BEAN

    BOOM! It is banging… believe me, I work there 😉 Great product, great environment, great team and the rest of it.

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