Nike reveals temporary Oxford Circus flagship as NikeTown undergoes revamp

As Nike's iconic NikeTown London flagship begins a multi-year transformation, the sportswear giant is unveiling a new, limited-time retail concept: Nike Oxford Circus. The store, opening today, is the first major move in a wider strategy to reimagine Nike’s physical retail presence across London through 2027.

The new Nike Oxford Circus store, located at 253-259 Regent Street, promises a dynamic, sport-led experience for Londoners and visitors alike. Designed to showcase seasonal stories and standout activations, the store aims to bring the best of Nike to the heart of the West End while the nearby NikeTown undergoes its refurbishment.

NikeTown announced it was shuttering in January 2025. However, Charmaine Mason, Director of Stores UK at Nike, assured: "Fear not, for NikeTown is not truly departing. She will return, more magnificent, more daring, and as inspiring as ever. Until her grand reopening, I’ll be carrying her spirit with me - ahh swoosh!"

Kicking things off, the ground floor of the new Oxford Circus space will open with a celebration of football, timed perfectly with peak tournament season. Consumers will be able to trial Nike’s latest Phantom boots in an immersive, gamified cage and shop the latest England national team collection in-store.

Spread across three floors, the store will offer a curated mix of Nike’s leading assortments across Running, Football, Training and Sportswear for men, women and kids. Shoppers can also expect a dedicated Jordan footwear section, as well as customisation services including Jersey by You and seasonal Nike by You installations.

Nike said the move is part of its "ongoing commitment and investment in delivering consumer-right, sport-led assortments across our integrated marketplace."

But the Oxford Circus opening is just the beginning. Nike has confirmed that it is investing heavily in its wider London marketplace over the coming months.

In West London, the Nike store will undergo a zonal refresh, with a new Jordan shop-in-shop also rolling out from today. Meanwhile, a bold shift is underway at the brand’s Kings Road location, which will close on 20 July for a complete transformation into a women-focused, small-format concept store. The new space will open in early November 2025.

Additionally, Nike Kings Cross, which is currently a value-format store, will be reimagined as a premium destination launching in Winter 2025.

This comes as the sportswear giant is battling US President Donald Trump’s trade tariffs, which could cost it around an extra $1 billion (£727 million).

The group said it was taking action to offset the hit, having recently warned it would raise prices on some trainers and clothing in the US to counter rising tariffs. Nike also said it would reduce supply from China to the US market to bring down costs.