Nike has reportedly signed a lease for a store of nearly 6,500 square meters on Fifth Avenue, New York, comprising the lower level and the six floors of a building. The Real Deal, a publication about real estate, described the lease as one of the most expensive retail deals ever struck in Manhattan. This comes shortly after Nike opened a swanky new store of about 5,000 square meters on Broadway, in lower Manhattan. A few days later, Adidas splashed out on its own store of about 4,000 square meters on four floors a few blocks away from Times Square on Fifth Avenue. The largest of the brand's flagship stores, it fits with the German group's strategy to focus on key cities and to over-invest in the U.S. market. Under Armour reportedly secured the former space of FAO Schwarz in the General Motors building. The moves appear to form part of a trend in which the leading sports brands are investing in increasingly large-scale stores in key locations, with customized products and spectacular displays, as part of their distribution and marketing strategies.

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