Get ready, sneaker enthusiasts! The heart of New York City’s fashion scene just got a major upgrade. Nike and Jordan Brand have officially opened the doors to their brand-new SoHo store, located at 611 Broadway. This isn’t just another retail space; it’s a dynamic hub designed to celebrate sport, style, and the vibrant energy of NYC.
A New Home in SoHo
After their previous store at 529 Broadway closed its doors earlier this year, Nike has found a new home just two blocks north. This prime location places it directly across from Adidas’s SoHo spot, creating what’s arguably the most competitive sneaker retail block in the world. The new store opened its doors on April 16th, 2026, drawing immediate crowds and eager resellers.
The store itself is designed as a flexible concept, promising to evolve throughout the year with activations tied to major NYC sporting moments like the World Cup, the U.S. Open, and the New York City Marathon. It aims to be more than just a place to shop; it’s envisioned as a community hub where sport, art, and culture intersect.
Jordan Brand’s Dedicated Space and Customization
Inside, Jordan Brand commands its own dedicated space, offering a “soulful expression” of the brand that’s deeply rooted in sport, style, and the unique energy of New York City. Visitors can explore features like a NikeSKIMS area and the highly anticipated Nike By You customization station, allowing shoppers to personalize their gear.
Adding to the excitement, the iconic Air Jordan 11 “Gamma Blue” was prominently displayed during the opening. This classic colorway, featuring a black upper with patent leather, ballistic mesh, and striking gamma blue accents, is a testament to the brand’s rich heritage and continues to be a major draw for sneaker fans.
- Prime SoHo location at 611 Broadway
- Dedicated Jordan Brand space
- Nike By You customization options
- Community hub concept reflecting NYC culture
- Special installations for major sporting events
Have you visited the new Nike SoHo store yet? What are your favorite features? Let us know in the comments below!