At a star studded launch yesterday, Niketown in London’s Oxford Circus officially reopened following extensive redevelopment work that makes it the largest Nike store in the world. There is also now an entire floor dedicated to the women’s ranges.
Carl Lewis (nine time Olympic Gold medalist), Paula Radcliffe (World Record marathon holder), Allyson Felix (US Olympic Gold medalist), Perri Shakes-Drayton (UK 400m hurdles) were all on hand to mark the iconic Oxford Circus store’s official re-opening alongside fellow Nike sporting ambassadors Didier Drogba (Chelsea FC & Ivory Coast), Cesc Fabregas (Arsenal & Spain), Theo Walcott (Arsenal & England), Ashley Cole (Chelsea FC & England) Mark Cavendish (the world’s fastest professional road cyclist), Alex Goode (Saracens) and Peetu Piiroinen (Finnish snowboarder and Winter Olympic Silver medalist).
Sportsister was given a guided tour of the store by 400m hurdler Perri Shakes-Drayton, who loved the new layout.
“It’s great to have all the womenswear in one dedicated area so you can choose pieces from different collections,” she told us. “ I like to mix and match my sportswear both when I am training and also for off the track too. I love this leather bomber jacket, and it would look great teamed with a Nike Sportswear hoody underneath.”
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It offers a greatly improved layout with all the women’s collections now found on the 3rd floor. The only exception is the running area, with both men’s and women’s product offered together on the 2nd floor along with video gait analysis services and fully trained staff to help you pick the right kit.
But back up on the 3rd floor the spacious design means it’s easy to see all the garments on offer. You can find Nike’s training gear, a tennis collection that will be in-store all year round, their casual Nike Sportswear range and the 6.0 line which is their board sports range.
While each collection has its own distinct area it is very easy to mix and match items from different collections. Two large walls are dominated by the Bottom’s Bar and the Bra Bar – both allow you to easily see the various styles on offer and make the right choice for you.
Huge changing rooms, like those more commonly found in designer boutiques rather than sports stores, complete the shopping experience.
World Record marathon holder Paula Radcliffe was also at the store and said: “The restyled Niketown is really impressive. My favourite area is of course the Nike Running area where anyone can have access to expert advice and unique services such as gait analysis for free. The specialists in store will ensure you find the perfect pair of running shoes to suit your individual needs. The women’s floor is also amazing, the recent collections are stunning – you’ll be spoilt for choice!”
The new look Niketown is open now at Oxford Circus, London. Opening times Mon-Sat 10am-8pm (Wed, Thur, Fri 10am-9pm during holiday period only), Sunday 12pm-6pm.
My wish list – Perri Shakes-Drayton
1) Nike Destroyer Women’s Jacket £280.00
Not for training but for fashion! This is my favourite piece right now in store, I love the design and even though it’s expensive it’s going to the top of my wish-list.
2) Nike Women Cuffed Trousers £28.00
I love this updated tracksuit bottom style. The tapered leg looks really modern, and the cuffed hem stops the bottoms getting ripped and dirty like so many track pants.
3) Nike Pro Ultra Warm Women’s Hoody £45.00
Perfect for training in, and thanks to the hood you will be kept warm in winter. I’d just wear my sports bra underneath for training outdoors. I’d team it with the matching leggings that have a coloured side stripe.
Louise Hudson, Sportsister
The Women’s Sports Magazine
