Nike has opened the doors to its three‑floor “temporary flagship” on Oxford Circus, as its historic NikeTown London undergoes a multi‑year transformation until 2027.
Located just steps from NikeTown, the new space offers a curated mix of the best of the global sportswear giant.
The ground floor kicks off with a football-themed activation—complete with an interactive Phantom boot trial cage and access to the new England national team collection.
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Upstairs, customers can explore assortments across running, football, training, sportswear and Jordan footwear, while services like ‘JerseybyYou’ will be available year-round and ‘Nike by You’ on a seasonal basis.
This follows a spring pop-up called RunTown, which opened in April, to cater to runners with a focused experience. The brand also temporarily closed NikeTown London in January ahead of the full-scale refurbishment.
This summer, Nike revealed it is also expanding its London presence further.
Its west London store will unveil a refreshed Jordan zone, while the Kings Road site will close on 20 July for a refit into a small-format women’s store, reopening in November.
Meanwhile, the Kings Cross location will be reconfigured into a premium store from 1 August and is scheduled to reopen next winter.
The business said these changes form part of its strategy to keep serving athletes across the capital with innovative products, immersive experiences and seamless services during and beyond the flagship’s revamp.
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