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NikeTown London - World's Largest Nike Store

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In an unprecedented push to expand its retail presences globally, Nike re-opened its NikeTown at Oxford Circus location after an extensive renovation. The storefront, dubbed as NikeTown London, now extends across 4 floors and covers roughly 42,000 square-foot, which easily makes it the largest Nike retail location in the world. The flagship includes:

  • A two-floor NIKEiD studio, along with football boot-specific iD studio

  • A state of the art football boot fitting machine, allowing players the chance to steam mould boots to their feet

  • A boot embroidery service, allowing names, flags and numbers to be stitched onto football boots

  • An online kit-builder tool for football teams to customize their own kits, along with a shirt printing and numbering service

  • Video gait analysis and trained staff to help runners to work out exactly what type of shoe suits their running style

  • Weekly running clubs (NikeTown runners) which take place from the store on Tuesday nights

  • An entire floor dedicated to women's apparel and footwear

  • A renew focus on action sports like Nike 6.0 and Nike SB

Prompted by a new global strategy, first unveiled during Nike's investor meeting in New York City this summer, the plan called for 250 to 300 new Nike stores around the world in the next 5 years. Different configurations will be applied accordingly, from megastore, like NikeTown London, to smaller single sport-oriented boutique, like Nike Running Store over at Covent Garden. The new retail strategy also coincide with preparation of the 2012 Summer Olympics, which the City of London will play host to.

NikeTown London
236 Oxford Street | Map
London W1C 1DE, England
TEL #: 020-7612-0800