In 2010, Niketown London began an expansion to become the largest Nike store in the world, expanding its 3rd floor and adding an entire new 4th floor which is purely for Women. As a part of the expansion, the 2nd, and 3rd floors were renovated to include new areas and categories including Nike 6.0, tennis and a completely new Sportswear area.
The opening was a huge success drawing in amazing revenue in its first day with athletes Carl Lewis and Paula Radcliffe being given a guest journey through the new space. The new spaces continue to give consumers an unsurpassed journey through one of the greatest Nike spaces in the world.