Morning Gang,On my list of must visit place in London is a place which is not a landmark as in Buckingham Palace nor an Art Gallery as in Tate Modern nor a famous eating spot as in Busaba Eathai but a shop selling sportswear! Mind
you, this is no ordinary sports shop, it’s the face of Nike itself and it’s called Niketown!First, a bit about sportswear. Sportswear as we know it has changed during the last decade. It’s no longer
appropriate to call it sportswear in fact. Leisure wear would be more appropriate, I think.
In the West where public transport is the norm, during the morning and evening rush, it would be no surprise

to see throngs of people all smartly dressed in their business suits but wearing trainers! It’s very practical as in places like London, we tend to walk a lot and ladies especially would not be comfortable in their Manolos or Jimmy Choos! Hence they would be wearing trainers and would change into their ‘normal’ shoes once safe in their offices.
Niketown is situated at Oxford Circus, right at the intersection between Oxford Street and Regent Street. On entering, anyone would immediately sense that this is no ordinary store. It’s more than that. It’s a concept store and seeks to capture the meaning of sports and its place in our day to day life.

It’s comprised of three storeys and right in the middle is an atrium which opens the whole space to all the floors. Part of the interior is made out as if its part of a street, hence the name Niketown, I suppose.
Right girls, the most important floor for us is on the third level! The Ladies level! As in all the floors, the fashionwear are grouped according to the sports, for example tennis and there is also a section for the latest fashion. Many a time I have gone there and, instead of buying something which caught my attention, said to myself that I will come again in a few days only to find….yes it’s gone! The rate of turnover here is beyond comprehension.
So my advise is if you fancy it, grab it, don’t let go and pay for it immediately!Ha ha ha….
There are sections for men, boys, heck even… toddlers!
On the second level, there is even a section where we
can customize and create our own shoes! Basically we
go through a selection of colours, type of soles,
material and the permutation is never ending. A
printout is then made of the final product which you
can then collect within a short period of time.
Imagine…your very own Nike trainers which is a one
off! How’s that for exclusivity?!
If anything, Niketown to me represents the nature of
the consumer society today which is fast, dynamic and
ever changing. Gone are the days where we seem to be
able to survive with a pair of sports shoes for the
year! Nike is of course the world’s No 1 sports
company and their swish logo is seen everywhere and is
endorsed by the likes of Tiger Woods, Roger Federer,
Maria Sharapova.
So, if you are in London, go and visit this fun store
of sports and enjoy!
There are sections for men, boys, heck even… toddlers! On the second level, there is even a section where we
can customize and create our own shoes! Basically we go through a selection of colours, type of soles, material and the permutation is never ending. A printout is then made of the final product which you can then collect within a short period of time. Imagine…your very own Nike trainers which is a one off! How’s that for exclusivity?!

If anything, Niketown to me represents the nature of the consumer society today which is fast, dynamic and
ever changing. Gone are the days where we seem to be able to survive with a pair of sports shoes for the year! Nike is of course the world’s No 1 sports company and their swish logo is seen everywhere and is endorsed by the likes of Tiger Woods, Roger Federer, Maria Sharapova.
So, if you are in London, go and visit this fun store of sports and enjoy!
Have a fun and sporty day,
Ruby.
































