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Nike Reopens as a Concept Store With a Strong Running Focus

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This morning, Nike reopened its gigantic Newbury Street store (formerly Niketown) as a new concept space boasting 30,000 square feet spread over two stories. With an open layout and an industrial-looking interior, the company incorporated reclaimed elements (high school gym flooring and bleacher wall detailing throughout) into the design along with Boston-specific installations speaking to the city's sports heritage. Most notable are a moving clock display built by local artists Humans since 1982, a "JUST DO IT" mural in the atrium the same measurements as the Green Monster, and hanging banners to commemorate Boston's 37 championships.

The first floor is devoted to running, a sport that Nike considers integral to the Boston athletic landscape, with an "Expotique" setup for this, its inaugural weekend, offering marathon runners race day essentials like hats and a Nike+ FuelBand station. Shoppers can also benefit from treadmills for gait analysis, expert sports bra fittings, and pant hemming services. Three times a week, the store will welcome runners of all levels for its Run Club, even providing a lounge area to unwind and store valuables. Heading upstairs, you'll encounter a "Young Athletes" children's section, as well as basketball, soccer, and training displays.

Also today, Nike launched its #STRONGEREVERYRUN campaign to raise funds for the Challenged Athletes Foundation to benefit athletes affected by last year's marathon tragedy. Stop in through Monday, April 21, to log miles on the in-store treadmills or use the Nike+ running app to pledge the miles you run over the weekend. Read up on the cause here.
· Nike [Official Site]