Nike has opened its new store, “NIKE SHINJUKU,” on April 10, located at the East Exit of Shinjuku Station in Tokyo.

Bringing together products and experiences that span both sport and style, the store extends beyond a conventional retail space. It can be seen as a place that reconsiders how Nike engages with the city itself.

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Shinjuku as an Urban Starting Point

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Shinjuku is one of Tokyo’s most dynamic urban hubs, where multiple railway lines converge and people from across Japan and abroad intersect.

Facing the East Exit rotary, the store is positioned within the flow of the city. At the same time, Shinjuku also serves as a gateway to nature—offering direct access via the Chūō Line to destinations such as Mount Takao.

“NIKE SHINJUKU” appears to be conceived with this duality in mind, situated between the density of the city and the possibility of escape into the outdoors.

A Four-Level Experience

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Spanning four floors from the ground level, the store is structured not simply by category, but as a layered experience—gradually expanding from performance to lifestyle.

■1F: Outdoor and Customization
The ground floor features “NIKE ACG (All Conditions Gear)” and “NIKE BY YOU.”

This marks the first permanent ACG offering in Japan, placing the outdoor line at the entrance of the store—a gesture that resonates with Shinjuku’s role as a departure point toward nature.

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At “NIKE BY YOU,” visitors can customize T-shirts, sweatshirts, and caps using exclusive Shinjuku store patches and stickers. By allowing personal intervention, the process shifts consumption into an experience, leaving traces of individuality within each product.

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■2F: Running as Foundation
The second floor is dedicated to running.

The flooring is designed to evoke a running track, visually reinforcing movement and rhythm. As one of the most fundamental forms of sport, running here functions as a foundation—both physically and conceptually—within Nike’s broader product universe.

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■3F: Sport and Style
The third floor presents lifestyle products.

From sneakers such as the Air Max 95 to national team jerseys from the FIFA World Cup, the selection extends beyond performance, connecting sport to everyday dressing.

Here, sport is not framed as competition, but as culture.

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■4F: Basketball and Identity
The top floor is dedicated to basketball, centered around Jordan Brand.

This category represents a space where performance and cultural identity are closely intertwined. For Nike, basketball has long extended beyond the court, shaping a broader narrative that continues to resonate globally.

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Design as Urban Signage

The store’s visual language reflects its urban context.

Each floor incorporates signage inspired by Tokyo’s subway system, aligning the store’s identity with the infrastructure of the city itself. The store logo, created in collaboration with Shuetsu Sato—known for his distinctive tape lettering style—introduces a local typographic expression into a global brand framework.

These details suggest a considered response to place, embedding the store within the visual and cultural fabric of Shinjuku.

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Between Sport and Style

Nike has long articulated the idea that “If you have a body, you are an athlete.”

That philosophy remains present here.

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By structuring the space to move between performance-driven categories and lifestyle expressions, the store makes visible the gradient between sport and everyday life. In doing so, “NIKE SHINJUKU” appears to introduce a new point of connection within the city.