Nike is opening a 30,000-square-foot store in Toronto on July 29, but don't expect it to be another NikeTown. Instead, Nike Canada is unveiling a newer, more subdued prototype that won't have the futuristic feel that has helped turn NikeTowns into tourist attractions. But, located in an area known as "the Mink Mile," it isn't likely to blend into the background. The store is opening on a street that already boasts Chanel, Tiffany and Louis Vuitton stores.
Nike's newest format also will include an entire sales floor devoted to women's apparel. And catering to Canadian enthusiasm for winter sports, this will be the first Nike store with areas devoted to ice hoekey apparel, skates and accessories. Nike plans to open another variation on this format in Melbourne, Australia, in November.