On display at NIKETOWN on 57th Street between 5th Avenue and Madison Avenue are country split windrunner jackets in country-specific patterns. The idea is to allow for the ultimate remix, splitting the jacket and re-combining colors and elements of a country's flag with another to create one's own mash-up culture style.
Niketown has been described as a fusion of fashion and sports arena, Nike's "motivational retail environment" and a large sports-gear emporium. Inspirational quotes in the floor, computer-driven foot sizers, and a heart-pumping movie shown on an enormous screen in the entry atrium make it hard to leave without something in the latest wick-away fabric or footwear design. Niketown is attractive, with five floors of shoes and athletic wear displayed in Lucite and polished-metal surroundings. "Museum" cases display Sneakers of the Rich and Famous, and you're assailed by images of celebrity pitchmen and women.
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