# Trial-Based Shoe Stores Nike SoHo Lets Consumers Get the Best Shoe Through In-Store Tests By Joey Haar | Published 2017-01-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nike-soho References: [retailwire](http://www.retailwire.com/discussion/nike-goes-big-with-an-experiential-concept-in-soho/) & [nike](http://www.nike.com/ca/en_gb/retail/en/nike-soho?ref=https://www.google.ca/&ref=https://www.google.ca/) [Nike](https://www.trendhunter.com/trends/nike-running-the-corner) [SoHo](https://www.trendhunter.com/trends/gymshark-popup) is a new retail location from the athletics company, and the Manhattan store offers unique and immersive ways for consumers to test out products before making a purchase. Nike SoHo has several different sport-specific facilities throughout its five-storey space, assuring that consumers can leave the store in confidence no matter what they play. Nike SoHo offers three different 'Trial Zones.' The basketball zone consists of a half-sized hardcourt, including a net and a ball, and consumers can take short sessions on the court to test various shoes. The soccer zone is a similar concept, allowing soccer players to test out cleats by kicking around on a strip of turf. Finally, the running zone has treadmills that simultaneously simulate different surfaces (e.g. track, concrete, dirt) and provide a live analysis of that shoe's support. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 72% | Activity: 64% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **In-store Product Testing:** Creating unique and immersive in-store experiences where consumers can test products before making a purchase. - **Sport-specific Facilities:** Designing retail spaces with specific zones dedicated to different sports, providing tailored experiences for consumers. - **Live Analysis Technology:** Integrating technology into in-store experiences to provide real-time analysis and feedback on product performance. ### Sectors Adopting This - **Sporting Goods Retail:** Adopting trial-based store concepts to enhance the shopping experience and increase customer confidence in purchasing sports equipment. - **Athletic Shoe Brands:** Exploring innovative ways to allow consumers to test and experience their shoes in-store to drive sales and brand loyalty. - **Retail Technology:** Developing solutions that combine physical and digital experiences to provide detailed product analysis and personalized recommendations. ## Related on Trend Hunter - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Revitalized Shopping Destinations](https://www.trendhunter.com/trends/foot-lockers-home-court.md) - [Phygital Sportswear Concepts](https://www.trendhunter.com/trends/nike-style.md) - [Next-Gen Sneaker Stores](https://www.trendhunter.com/trends/store-of-the-future-concept.md) - [Experiential Retail Sports Concepts](https://www.trendhunter.com/trends/champs-sports-homefield.md) - [Experiential Clog Stores](https://www.trendhunter.com/trends/crocs-icon.md) - [Pop-Up Recovery Shops](https://www.trendhunter.com/trends/nikes-soup-shop.md) - [Contemporary Engaging Stores](https://www.trendhunter.com/trends/unique-retail-concept-store.md) - [Colorfully Immersive Retail Experiences](https://www.trendhunter.com/trends/athletic-propulsion-labs-store.md)