SoHo is getting its swoosh back. Nike is returning to the neighborhood this Thursday with a new flagship at 611 Broadway, sliding into a smaller street-level space to fill the void left by its former landmark store. The new location is set for a grand opening on April 16, 2026, and sits on Broadway across from rival retailers that help define SoHo’s sneaker scene. After shutting down its five-story flagship earlier this year, Nike is sticking around the block, just in a more compact format than the old sprawling setup.
Nike’s own store directory already lists the address at 611 Broadway, along with hours and contact information, according to Nike. The move was first laid out by Ben Atkinson of HotNewHipHop, which reports the grand opening is scheduled for April 16 and notes that the space previously served as Kith’s temporary outpost on Broadway.
Why Nike Left Its Old Spot
Nike closed its longtime SoHo flagship at 529 Broadway on Jan. 10, 2026, ending a nearly decade-long run, according to amNewYork. The building was purchased by Ingka Investments, the parent company of IKEA, in a deal reported at about $213 million, per Commercial Observer. Ingka has said it will use the lower floors for a smaller two-level IKEA and convert the upper levels to office space, which brings Nike’s tenancy in the five-story, roughly 55,000-square-foot property to an end.
Where Nike Landed
The new SoHo shop at 611 Broadway parks Nike directly across the street from Adidas, setting up a fresh face-off in the heart of sneaker country. The store takes over the ground-floor footprint that Kith briefly used as a temporary outpost, as reported by HotNewHipHop. Nike’s store listing already shows the location and hours, suggesting the company plans to run it as a traditional retail site and local hub, according to Nike. Whether any of the experiential bells and whistles from the old multi-floor flagship make the jump to this leaner footprint is still an open question.
What It Means For SoHo
Nike’s quick return to Broadway underscores how valuable a SoHo address remains for global sportswear brands, even as landlords carve up giant flagships into new configurations. IKEA’s SoHo move is part of a broader push toward smaller, city-center concepts and mixed retail-office conversions, per 6sqft. For everyday shoppers, a ground-level Nike on Broadway keeps the brand in the thick of daily foot traffic without the overhead of a towering showcase.
Nike has not released detailed plans for the new store’s layout or programming. A spokesperson told amNewYork that the company would share more information in due course. Fans watching for in-store drops or events should keep an eye on Nike’s SNKRS channel and local store updates as the April 16 opening approaches. Once it is up and running, the new SoHo shop will join Nike’s other Manhattan locations in serving both tourists and neighborhood regulars in one of the city’s most competitive retail corridors.
