Nike Town London: Nike's Flagship Store

Niketown London

Laura Porter

Nike Town London is in an imposing building on the northeast corner of Oxford Circus in central London. This opened as the UK's flagship Nike store in 1999 on the corner of Oxford Street and Regent Street.

The heritage building dates back to the redevelopment of Regent Street in the early twentieth century.

Nike is a worldwide household name and it's interesting to read how a Greek myth has become the name of this sports and fitness powerhouse. This US company grew from an informal deal in 1964 between University of Oregon track coach Bill Bowerman and Phil Knight, a middle-distance runner. The name was dreamed up by the company's first ever salesperson in 1971. The swoosh trademark was patented and is now recognized across the world.

Nike continually offers new design classics and some of the Nike shoes have been best-selling for years.

There has been some negative publicity about their third world manufacturing and the Jonah Peretti's Nike 'Sweatshop' Email from 2001 is still remembered.

But Nike's "Just Do It" slogan is immensely motivational and has inspired many more motivational quotes from Nike slogans.

Three Floors

There are three floors of shopping above the ground floor welcome area. Seriously, on one of the most expensive streets for retail space in London NikeTown has no products on the ground floor. It can, therefore, seem a bit intimidating to wander in and see the 'welcome staff' but stroll past and you can get the escalator up to Level 1.

Level 1

Level 1 has Running, Training, and Football gear. The Football section is in the middle and you can get shirt printing and do a boot trial here too.

Level 2

Level 2 has Golf, Tennis, and Basketball gear, with an area to shoot hoops.

Level 3

This is a large store (70,000 sq ft, I'm told) and it has the largest women's sports clothing and footwear area in Europe. Level 3 is dedicated to women's sportswear.

In the Running section, you can do a run analysis to ensure you buy the best shoes for you. Nike is more than just a sportswear store as each floor offers specialist services such as a Run Coach Service to set up a personalized running program for you. Nike Town has special events, such as athlete talks, and there's a popular running club and training club too.

You can custom design your own personalized and unique footwear in the ID space with Nike staff available to help one-to-one.

In-House DJ

And there's a loud soundtrack to your shopping experience as there are in-house DJs spinning tunes.

Customer Service

Reports are variable on customer service but when it's good it's really good. It is a large store and gets busy and that may be when it's harder to get the assistance you need. Or when staff are bored and are too busy trying out the equipment themselves.

No 'Souvenirs'

If you are looking to buy something related to English sports or English teams you won't have any luck here which is a shame but, I guess, they don't want the 'tourist shoppers'.

Contact Details

Address: 236 Oxford Street, London W1C 1DE

Telephone Number: 020 7612 0800

Nearest Tube Station: Oxford Circus

Use the Citymapper app or Journey Planner to plan your route via public transport.

Opening Hours:

Monday to Friday: 10 am - 9 pm

Saturday: 9 am - 9 pm

Sunday: 11:30 am - 6 pm (browsing only until 12 pm)

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