Nothing makes a product more personal than adding individual touches before you even carry it out of the store. A full customization wing lives on The Arena, delivering on Nike’s pioneering DIY spirit and offering a bounty of laces, fabrics, decals and more with which to embellish a wide selection of continually refreshed footwear, like the new Noise Cancelling collection.

Of course, Nike’s ethos for customization always begins with its shoes. Explore the Sneaker Lab on the fourth floor and see the largest concentration of Nike footwear anywhere in the world, from silhouettes that are at the razor’s edge of performance to instantly-recognized classics.

Customization can be communal, too. Joint collaboration is at the customer’s fingertips with the store’s uppermost level, the Nike Expert Studio, a paragon of one-on-one service that local Nike Members can book in-store and on the Nike App. Whether preparing for a marathon or finding the right fit for an NYC winter, NikePlus members can partner with a Nike Expert to find the right item, and then work together to create a personal look with post-purchase embellishments (think embroidery and patches).

A larger DIY concept is applied to the very space of Nike NYC: What if entire floors could shift at a moment’s notice? Case in point: The tiles on the Arena can be rearranged to host new spaces and configurations; as the selection evolves, the store layout can evolve too, making the House of Innovation 000 a customizable store in every sense of the word.