Nike has been going big with their new Nike Sportswear line. Looking back in time to find some of their greatest products, combined with new technologies and innovative design processes, Nike Sportswear is taking things to a new level.

Nike today announced the opening of its first Nike Sportswear retail store at 21 Mercer Street in SoHo, New York City, offering exclusive access to premium products, an elevated retail experience, and a new customization experience called Nike Sportswear Bespoke, where consumers can work with Nike designers to customize premium Nike Sportswear footwear.

“The NSW collection is steeped in Nike’s sports heritage and remixed with cutting edge engineering, craftsmanship, and modern design,” said Dermott Cleary, Vice President, Nike Sportswear. “We’re putting the best of our entire collection under one roof, in New York City, so consumers from all over the world can access it.”

Crazy right? If anyone ever wonders why Nike is the world’s biggest sports brand, it is because they are constantly to raise the bar. Doesn’t matter if you dig what they sell, but it’s hard not to appreciate their innovation.

I have a feeling you are going to see athletic brands taking a much bigger look at the culture and lifestyle side of sports in the near future.