For months, the building at the corner of Lincoln Road and Lenox Avenue has undergone a transformation into Miami Beach’s newest fitness capital. Today, the new Nike Miami store opens its doors for the first time, giving fitness fanatics a first look at the brand’s limited-edition swag and state-of-the-art shopping perks.
What was once a 1999 Williams Sonoma and Pottery Barn, is now a two-story, 31,000-square-foot athletic fashions mecca. Heidi O’Neill, president of Nike DTC, says choosing Miami for its latest innovation was a no-brainer. “As we thought about where our next steps would be in leading the future of sports retail, we thought Miami would be the perfect step in that journey.”
The new store’s extravagant exterior was designed with Miami in mind, using waffle ironing in concrete and terrazzo panels, echoing South American and South Floridian design. In addition, the first floor showcases a multimedia installation by Miami artist Jessy Nite, combining the forces of painting, typography, and sculpture.
One of the most cutting-edge features in this new location is the Nike+ Trial Zones. Not only do you get to try on products, now you get to try them out. Get a feel for your new kicks while shooting hoops in the 285-square-foot basketball court or score a goal on the synthetic turf soccer field. You can even get a personalized running experience on a camera-operating treadmill. It records your stride and knee performance while you run, downloading your information and preferences to assure your best consultation.
Nike store associates are basically the Apple Geniuses of fitness apparel, serving shoppers with hours of certified training knowledge. “If you’re interested in running, or taking your first yoga class, or trying out for a basketball team…we will match you with the right expert for you. Personal shopping meets personal training,” O’Neill says.
Nike Miami also blends the experiences of a sports center and an intimate boutique in its first-floor women’s section known as the Lounge. Ladies can enjoy one-on-one appointments for everything from bra-fittings to pant hemming. Fitting rooms here are double the standard size, with mood lighting that simulates a yoga studio or night run to make shoppers’ decisions between cuts and colors come into focus.
Nike+ member perks and access to premium products (like the Kobe Fade to Black Pack, Kyrie 3 “What The,” Air Force 1 UltraForce Mid and Zonal Strength Tights) are additional incentives to arrive ASAP to today’s grand opening.
Nike Miami Grand Opening
Thursday, January 19, starting at 10 a.m. at 1035 Lincoln Rd., Miami Beach. Admission is free. Visit nike.com.
*This article was originally posted on the Miami New Times by Sofia Harris and can be found here.