Kulture by August Prum June 26, 2017
Nike announced today that they were movin’ on east as part of an effort to deliver NYC-inspired products to a local customer base in a more organic and efficient way.
While Nike will keep their functioning home base in Beaverton, Oregon, the company sees their Big Apple headquarters as a crucial part of their new Consumer Direct Offense.What the hell is that, you ask?
Well, earlier this month, Nike made massive moves to restructure the company, cutting 2 percent of its work force in an effort to keep their hold at the top of an ever-changing market landscape.
Earlier in June, as part of the rollout of Nike’s new Consumer Direct Offense, Mark Parker, company chairman, president, and CEO said of the initiative,
“The future of sport will be decided by the company that obsesses the needs of the evolving consumer. Through the Consumer Direct Offense, we’re getting even more aggressive in the digital marketplace, targeting key markets and delivering product faster than ever.”
Ten days after announcing those layoffs, Nike unveiled their plans at 855 Sixth Avenue in the heart of Manhattan.
Nike’s new Big Apple headquarters show the company’s active dedication to casting their influence across the city.
With retail shops now in SoHo, NikeLab 21M on Mercer St., the Upper East Side’s Nike Running, and the cooperative Nike Community Store in Brooklyn, Nike has some major geography covered, all with a different area-specific twist.
The office at 855 Sixth Avenue is a state of the art facility with ridiculous amenities, according to Footwear News, the new headquarters will not be short on niceties,
“The New York headquarters boasts open-plan, freestyle work spaces, conference rooms with ceiling tiles made from recycled materials, a roof terrace with plants that form a Swoosh logo, and food served from a truck inside the building.”
Of course, you’ll also be able to ball out. Again from Footwear News,
“An immediately recognizable highlight of the space is its 4,000-square-foot indoor basketball court, which will be available for Nike staff, local leagues, high school teams and community partners. The court is accompanied by seating for 400 people.”
It remains to be seen if this strategy will work for the sportswear giants. Nike obviously sees the rapidly-changing world of e-commerce and fashion and is trying to adapt.
These kinds of moves are ultimately what have made Nike such a successful company, being able to see into the future of the market and acting, as opposed to reacting.
Head on up to 30th and 6th to peep the new digs.