Nike has successfully reinvented the retail space, creating sporty ‘hangspots’ that are designed to give their customers a place that they feel at home in, while at the same time creating brand awareness and affiliation in the minds of their customers.
Welcome to the Bowery Stadium, where a renowned brand meets a retail space dedicated to avid art and sports fans. So much more than just a retail store (although all Nike-branded goods are sold there too of course), it’s a concept created by Nike to bring New York City’s sport culture together in a creative space that is a new age rec centre, home to artists, athletes and of course, the Nike brand, and best of all, open to the public.
Nike has unveiled stadiums in New York,Berlin,Tokyo,London,Parisand Milan, and each space creates a sense of community. Designed by Rafael de Cardenas, the Bowery Stadium is such a hit because Nike has stepped away from being just a fancy retail store, to giving its customers a place that they feel at home in, while at the same time creating brand awareness and affiliation in the minds of their customers.