The writing was probably on the wall when sneaker curator Ronnie Fieg's KITH store continued to encroach on the once vibrant streetwear boutique known as Atrium at the corner of Broadway and Bleecker Street in NoHo.
Atrium had been beleaguered since some time before a brief but highly touted reinvention with menswear icon Nick Wooster fizzled a couple of years ago, and much of its traffic at that point was likely generated by the installation of Fieg's Kith store in the back half of the elegant, Beaux-Arts era bank space. Kith expanded last year, and Atrium finally expired a few weeks ago after a final clearance featuring an abundance of deeply discounted John Elliott's tees and sweats. While it seemed too much to ask for Kith to move forward and take over the rest of the cavernous marble lined space, that is exactly what has happened, at least for a while.
Today marks the opening of a NIKE x KITH pop-up store that has temporarily taken over what was left of Atrium's footprint. Fieg has joined forces with one of his key vendors which also happens to be at the forefront of buzzy special edition footwear launches, so if you don't feel like braving the inevitable lines for the shop's first day exclusives, the guard watching over the store yesterday told us that it would be there for six months. Fieg has combined with his preferred store design gurus at Snarchitecture to create an interior centered around stacks of shoeboxes. A new cereal bar is also expected to be included. Interactive components could be seen through the windows, but the whole store is being unveiled today.
The store opening will coincide with the release of two archival running shoe models from the 1990s, the Spiridon (pictured in the window above and after the jump) and the Talaria in special color ways to commemorate the Summer Olympics which also start today. Looking ahead, the store promises a revolving assortment of styles and special exclusives. Will it take the path of other pop-ups and become a permanent fixture? Nike does seem to always be on the hunt for more retail space in the city, but for the next six months, at least, it has an impressive showcase in a high profile location catering to a captive and coveted collegiate customer base in NYU territory.
NIKE x KITH Pop-Up at 644 Broadway at Bleecker Street, NoHo
See the exclusive Nike Air Zoom Spiridon and Air Zoom Talaria after the jump