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Nike opens small format store in Williamsburg

Nike has opened its third Live store in New York City, this time bringing its small-format concept to Brooklyn.

Atlantic Retail brokered the 6,000 s/f lease on behalf of the landlord at 81 North 6th Street in Williamsburg. Joe Mastromonaco and Evan Clements of Atlantic Retail represented the landlord, L3 Capital.

Nike by Williamsburg joins two other Nike Live stores in NYC: Nike by Upper East Side and Nike by Flatiron.

Tailored specifically for the Williamsburg consumer the store features a gender-neutral apparel section with extended sizing on the second floor showcasing genderless mannequins, premiering for the first time in its Live store format.

The location also includes partnerships with Williamsburg businesses including Buddies Coffee, Northside Bakery, La Bicyclette Bakery, Heal Haus, Y7 Studio, and Grind House to support the local community.

Spanning two floors, the store is digitally enabled and services include buy online, pickup in store and digital returns. Shoppers can also connect with a store employee via Swoosh Text, an SMS messaging service, that allows them to check inventory, ask for product recommendations and more.

Nike said its footwear and apparel offering is popular with women in the neighborhood, and the store will offer services such as individual bra fitting and styling sessions.

The new storefront is part of Nike’s plans to expand its retail footprint throughout North America and Europe, the Middle East and Africa. During its fiscal Q4 earnings call in June 2020, Nike Inc. president and CEO John Donahoe revealed plans for 150 to 200 small format, digitally enable stores.

Nike joins other retailers on the North 6th Street block that include Birkenstock, Everlane, Buck Mason, Marine Layer, and Madewell Men’s.

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