Nostrand and Flatbush: Nike Opens First NYC Community Store in the Heart of Brooklyn
May 28, 2015
The intersection of Nostrand and Flatbush Avenues marks the heart of the Flatbush neighborhood and in many ways Brooklyn embodies the heart and soul of New York City. As a result, Nike chose to locate its first New York Community Store that opens today just a few hundred feet from this storied intersection.
“Nike Community Stores are about neighborhood roots and community connection,” said Dennis van Oossanen, Vice President of Nike’s North America Direct to Consumer business. “So when we looked for a location, we wanted a place that was instantly recognizable, that expressed the unique spirit of Flatbush and Brooklyn and that amplified the values of the Nike brand. We think we found the perfect spot.”
Nike retail stores give consumers an all-access pass to the world of Nike products and services. As part of the Nike retail experience, the mission of the brand's Community Stores is to build and empower a healthy local community through the unifying power of sport and to serve as a catalyst for positive change by partnering with local organizations.
All Community Stores have local hiring initiatives that aim to hire at least 80 percent of store employees – known as store athletes – through local channels and from within a five-mile radius of the store. The Flatbush Community Store has already met this target.
Community Store athletes further demonstrate their commitment to the neighborhood by volunteering their time to local non-profit organizations and to Nike’s broader sport-related efforts, and will be empowered to award grants from the store to local organizations.
“We’re excited to bring the power of this model to Flatbush to make a positive impact on the local economy and to inspire the neighborhood,” said Eric Grimes, VP, GM of Nike East.
Studies show that active kids perform better in school, have reduced levels of stress and anxiety and enjoy greater creativity and leadership skills. The Flatbush Community Store team is already partnering with store athletes from the New York area to facilitate athletic activities with Brooklyn’s Eagle Academy students and the store team will continue to expand their partnerships in the months ahead with additional schools and community organizations. These efforts will build on afterschool programming underway in the New York area, resulting from a partnership between Nike and the NYC Department of Youth & Community Development, executing the Zoom League basketball program and the Honor Roll Skate Club skateboarding initiatives for middle schools. Additionally, proceeds from Nike's Direct to Consumer gift card program have gone to support Let's Move! Active Schools in Brooklyn.
Local Design Elements & Product
All Nike Community Stores include design elements and products that reflect the heritage of the surrounding neighborhood. In the Flatbush store, these elements include Brooklyn imagery shot by local photographer Anthony Blasko, including shots of store athletes from Nike retail stores in the New York area, Brooklyn-specific products only available at the store and gear from local sports teams.
In designing the store, Nike also sought to protect the architectural and historical integrity of the building, including restoring the existing brick and iron/metal work and its original patina, as well as preserving much of exposed brick, hardwood flooring, atrium windows and staircase.
The Flatbush Community Store product offerings lead with Nike running, training, basketball and sportswear products for women, men and young athletes. Through the Nike.com Assist service, consumers can also purchase product from nike.com, together with in-store products, in a single, mobile transaction and with no shipping cost to their homes or the store. At a new digital lounge coming to life in Brooklyn, consumers will also be able to sign up for Nike+ Training Club and Run Club community events in New York City from four in-store screens, as well as customize and order direct from the device a pair of NIKEiD shoes.
The Brooklyn location marks Nike’s fifth Community Store since Nike first established the concept in Portland, Ore., and represents the brand’s second location on the East Coast. Nike’s first East Coast Community Store recently opened in the Ivy City neighborhood of Washington, D.C. Additional Community Stores are located in New Orleans’ Mid-City neighborhood and South Chicago.