Nike Champions Women’s Retail in London With New King’s Road and Selfridges Stores

Nike steps up its game for women with exciting new shopping experiences on King’s Road and inside Selfridges thus setting bold new standards for retail.

Breaking Ground on King’s Road

Nike unveiled its newest women-centric store on London’s iconic King’s Road, spanning 4,300 square feet and serving as a haven for style, sport, and self-expression.

This immersive store is more than just a shopping destination it features modular displays, tailor-made spaces for styling consultations, and innovative workshops led by industry insiders.

The design is a celebration of the modern female athlete, blending inspiration and functionality into every corner.

Nike describes the store as “distinctly Nike and creatively rooted in her shopping preferences,” showcasing how every element, from interactive displays to layout choices, reflects the evolving needs and tastes of women today.

The centerpiece a large-scale wing sculpture embodies the spirit of Nike’s muse, the winged goddess of Victory, designed to “immediately draw attention and set the tone for the store.” The visual impact captures Nike’s ethos of empowerment and achievement.

Statement Retail at Selfridges

Nike’s commitment to women reaches new heights with a 1,000-square-foot shop-in-shop inside Selfridges’ iconic flagship on Oxford Street.

Opened in late October, this compact yet powerful space spotlights Nike’s sport performance collections for women alongside recent buzzy collaborations, including the much-hyped KNWLS Nike partnership.

Designed for discovery, the shop-in-shop brings energy and focus to curated assortments that inspire style on and off the field.

Elevating the Female Athlete’s Experience

Nike’s move is about more than just physical locations it’s about redefining how women engage with sport and fashion in London’s dynamic retail scene.

The new stores offer hands-on opportunities for customers to interact with products, consult with stylists, and participate in workshops engineered for women, by women.

Leadership Speaks on the Vision

Stephanie Strike, VP of Nike Direct, EMEA said in a Press Release:
“Nike Women King’s Road and the Nike shop-in-shop at Selfridges reflect Nike’s commitment to serving women. Each retail expression creates a uniquely Nike space to introduce new experiences, product innovations and inspirations that shape the culture of sport and style in London and beyond. These small-format expressions are just the beginning and will influence how Nike shows up for women across all retail locations.”

Nike’s strategy signals a new era of focus on women’s empowerment, innovation, and culture.

By placing inspirational design and modular experiences at the heart of its London launch, Nike isn’t just following trends it’s creating them.

What’s Next for Nike Women?

Both locations set the stage for hybrid retail merging sport, style, and community for today’s empowered woman.

Modular displays, dedicated spaces for customization, and a future-facing approach ensure London’s female shoppers get the very best from the world’s leading sports brand.

With striking visuals, interactive experiences and exclusive product launches, Nike is rewriting the playbook for female-focused retail one shop at a time.

Author Profile

Alyssa J. Mann: Alyssa Jade is a international fashion stylist and trend reporter based in Vancouver, Canada. Renowned for her versatile and expansive portfolio, Alyssa has collaborated with a diverse array of professionals, including athletes, political figures, television hosts, and business leaders. Her styling expertise extends across commercial campaigns, fashion editorials, music videos, television productions, fashion shows, and bridal fashion.