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Storecasting: Nike Sportswear Swooshes Into Soho

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Yesterday, Nike released images and a short press release on their new sportswear outpost opening Thursday, August 22nd at 21 Mercer Street. You may recall that the store was originally scheduled to open 8.8.08 to coincide with all the Olympic opening day buzz, but sometimes these things take longer than expected.

The athleticwear brand has veered away from a futuristic, modern look in favor of a warmer, more boutique-y appeal for Nike Sportswear. Walls, the ceiling and a central staircase are covered in scratched-up wood that appears to have been lifted from a local highschool's indoor ball court; racks lightly hung with sweatshirts, tees and jackets pop against a white-painted exposed brick wall. According to, "The stand-alone shop will be the only location globally to carry the complete NSW collection and seasonal 21 Mercer products." They'll also be offering a bespoke service that will allow shoppers to customize their own pair of Air Force 1s.
· Nike Sportswear at 21 Mercer Street [Nike]
· Get Ready for the Nike Store, Olympics in General [Racked]
· Storecasting: Nike's Timed to the Olympics [Racked]