Nike Opened (Re)Play Pop-Up in SoHo Store

The limited-time initiative offers trade-in, repair, and cleaning services for footwear and apparel.

Updated on Sept. 24, 2026 in Retail

Nike Opened (Re)Play Pop-Up in SoHo Store

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Nike has launched a (Re)Play pop-up shop at its store on 611 Broadway in New York City. The activation provides customers with footwear trade-in, repair, and cleaning services through September 29, 2026.

Why it matters

The initiative aims to help consumers extend the lifespan of their products or dispose of gear responsibly. This pop-up coincides with Climate Week in New York City.

Nike reported fourth-quarter net sales of $10.97 billion, representing a 1 percent decline compared to the prior year. The shop features a vintage apparel collection consisting of 500 total pieces.

The players

Nike

Nike is a global athletic footwear and apparel corporation that recently reported fourth-quarter net sales of $10.97 billion.

Tried and True Co.

Tried and True Co. is a vintage retailer that supplies the apparel collection featured in the pop-up shop.

The details

The (Re)Play experience consolidates various services, including recycling and donation for end-of-life gear, into one location. Customers may trade in footwear for digital gift cards, with values calculated based on original retail price and product style.

April 2026: The Nike SoHo store opened at 611 Broadway.
September 24, 2026: The Nike (Re)Play pop-up began operations.
September 29, 2026: The Nike (Re)Play pop-up shop concludes.
November 2026: The SoHo store is scheduled to host a New York City marathon installation.

Market Landscape

This move follows the broader retail industry trend toward circular economy models, where major brands integrate trade-in and resale services directly into their brick-and-mortar footprint. It positions the company to capture secondary market value while addressing growing consumer demand for sustainable lifecycle management of goods.

Shoppers can exchange used footwear for digital gift cards based on the item's original style and value. The service allows customers to clean or repair existing gear instead of purchasing replacements, potentially reducing personal expenditures on new items.

The takeaway

Customers interested in maximizing the value of their old gear should visit the location before the conclusion of the pop-up on September 29. Engaging in these programs can help consumers divert end-of-life products from landfills while securing credit for future purchases.