Nike House of Innovation, the new flagship store in New York City

Forget the Nike Store that was in the Trump Tower. Nike House of Innovation NYC 000 is the new space dedicated to the famous Swoosh apparel. Are we in the future yet? At least Nike is… And it promises to be a unique experience.

How is the store?

It is enormous with 7 floors and about 6300 m2 (70.000 Sq feet) dedicated to sports. The store is next to the most luxurious institutions in the world on 5th Avenue. Flagship, Showroom, Concept Store? Nike House of Innovation is a perfect title for this place that advocates self-improvement, “Just Do It” and yes, they did it.

One feels like entering a laboratory. The first person who welcomes you wears a white coat! Huge screens cover the walls, there are brand products in glass boxes.

Right next to them, behind large windows, some customers are customizing their sneakers (I’ll tell you soon about it).

How to visit House of Innovation?

There are no rules, but if you want to see how the store is organized, you may want to take the elevator to the 5th floor.
You will arrive at the Nike Expert Studio which also seems to be a laboratory. A person is working on a pattern. A stylist helps you create the piece of clothing that better suits you. This floor is reserved for NikePlus members, so you have to make an appointment for a completely personalized service.

Then you can take the stairs to the 4rth floor, with a tribute to James Lebron.

It looks like a museum! There are sneakers everywhere on fancy white shelves. It’s the world’s biggest Nike footwear floor!

The 3rd and 2nd floors feature sporting goods for men, women and children.

Between the 3rd floor and the ground floor, there is a large hanging structure. It’s a “sport beacon” that symbolically traps and neutralizes the noises of the city. It’s made with speakers, flat screens, sneakers…

Back to the first floor, there’s another staircase leading to the Speed Shop. It is the most innovative part of the store.

The shelves are not as elaborate as the other floors. The apparel is organized with codes. The light jackets for women are in section 5, the men pants are in section 11. Here you don’t waste your time walking through the aisles!

You can also directly go to the “Sneaker Bar” where a salesperson will help you find the pair you want.

How to buy Nike products?

You have several options thanks to the Nike application available on Android and iOS. During your visit, you can scan a garment or a mannequin to see if your size and favorite colors are available. From the application you can request to send the item you want to the fitting room, or to a meeting point with a vendor. Scan the product, pay and go. There is no cashier! (and no queues either).

You can also browse the Nike application before your visit. Once in the store, you directly go to the lockers located in the back of the Speed Shop. The products you have selected will be there. The application indicates where is your parcel locker (with your name on it), the code to open it, and “voilà”. If you need help, my new friend Christopher (or Smiley) can assist you.

Where is the House of Innovation store?

The store is on 5th Avenue, about 5 minutes away from St. Patrick’s Cathedral and the Rockefeller Center.
All Nike stores are on the map below, but Nike House of Innovation is unique.

Address: 650 5th Avenue, New York NY 10019
Hours: Monday from 9 a.m. to 6 p.m. from Tuesday to Thursday from 10 am to 9 pm; from Friday to Sunday from 9 a.m. to 9 p.m.


Nike House of Innovation really offers a new shopping experience. Besides the contemporary architecture, Nike designed a store offering a responsive and customizable service.


My fist trip to New York was in 2007 when I was working for an airline company. I was born in the US, I lived in Mexico, in Europe in between Belgium, Spain and France… Well, let’s say I know about travelling! I bring my experience of NYC to the blog, to provide the best travel tips you could imagine!

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Nike House of Innovation, the new flagship store in New York City

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