NikeTown temporarily shutters in preparation for 'grand reopening'
Once upon a time, we couldn't imagine an Oxford Circus without seemingly permanent fixtures Topshop and NikeTown. However, after Topshop closed up shop in 2021 this nightmare became a reality. Now, the time has come to bid farewell to NikeTown, but only temporarily.
Charmaine Mason, Director of Stores UK at Nike, took to LinkedIn to write: "As we temporarily bid farewell to NikeTown London, a sporting sanctuary of inspiration for the past 25 years, I can’t help but reflect on the countless and extraordinary, events, achievements, sporting superstars, customers it has hosted or brought to life.
"Each milestone, each victory, was crafted by the incredibly gifted individuals who have graced its floors or masterminded its incomparable operations with their talent and passion.
"But I 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!"
NikeTown, which is Nike's largest global flagship, was opened back in 1999 and has since stood as a hub for sportswear lovers.
This comes after Nike appointed Elliott Hill as its new President and Chief Executive Officer, replacing John Donahoe. The new Boss pledged to curtail discounting and re-establish the sportswear giant as a premium brand centred on athletes.
Speaking to investors in December, after the company reported a steep quarterly sales decline, Hill criticised the retailer’s over-reliance on promotions and a shift away from its core focus on sports. He noted that Nike had been accused of prioritising lifestyle products at the expense of its leadership in traditional sportswear categories.
