As Nike‘s iconic NikeTown London flagship begins a multi-year transformation, the sportswear big is unveiling a brand new, limited-time retail idea: Nike Oxford Circus. The shop, opening at present, is the primary main transfer in a wider technique to reimagine Nike’s bodily retail presence throughout London by way of 2027.
The brand new Nike Oxford Circus retailer, situated at 253-259 Regent Avenue, guarantees a dynamic, sport-led expertise for Londoners and guests alike. Designed to showcase seasonal tales and standout activations, the shop goals to carry the most effective of Nike to the center of the West Finish whereas the close by NikeTown undergoes its refurbishment.
NikeTown introduced it was shuttering in January 2025. Nevertheless, Charmaine Mason, Director of Shops UK at Nike, assured: “Concern not, for NikeTown shouldn’t be really departing. She is going to return, extra magnificent, extra daring, and as inspiring as ever. Till her grand reopening, I’ll be carrying her spirit with me – ahh swoosh!”
Kicking issues off, the bottom ground of the brand new Oxford Circus area will open with a celebration of soccer, timed completely with peak event season. Customers will be capable to trial Nike’s newest Phantom boots in an immersive, gamified cage and store the newest England nationwide staff assortment in-store.
Unfold throughout three flooring, the shop will provide a curated mixture of Nike’s main assortments throughout Working, Soccer, Coaching and Sportswear for males, ladies and youngsters. Customers also can anticipate a devoted Jordan footwear part, in addition to customisation companies together with Jersey by You and seasonal Nike by You installations.
Nike mentioned the transfer is a part of its “ongoing dedication and funding in delivering consumer-right, sport-led assortments throughout our built-in market.”
However the Oxford Circus opening is only the start. Nike has confirmed that it’s investing closely in its wider London market over the approaching months.
In West London, the Nike retailer will bear a zonal refresh, with a brand new Jordan shop-in-shop additionally rolling out from at present. In the meantime, a daring shift is underway on the model’s Kings Street location, which is able to shut on 20 July for a whole transformation right into a women-focused, small-format idea retailer. The brand new area will open in early November 2025.
Moreover, Nike Kings Cross, which is at the moment a value-format retailer, can be reimagined as a premium vacation spot launching in Winter 2025.
This comes because the sportswear big is battling US President Donald Trump’s commerce tariffs, which may value it round an additional $1 billion (£727 million).
The group mentioned it was taking motion to offset the hit, having lately warned it will elevate costs on some trainers and clothes within the US to counter rising tariffs. Nike additionally mentioned it will scale back provide from China to the US market to carry down prices.
