Nike has created its own ice cream parlour in Harlem, New York. The new Boulevard Ice shop follows a recent campaign that saw an ice cream truckcruising around New York City selling trainers, laces, t-shirts, as well as, you guessed it, ice-cream.

The store is designed to resemble a giant refrigerator, and provides locals with some respite from the hot summer months, with ice cream on sale courtesy of Lemon Ice King. The rest of the store provides an immersive and interactive basketball experience, and stock includes the Team Nike range, which features customizable shorts and t-shirts. Exclusive products from the Hyperdunk and Hyperfuse ranges will also be available throughout the summer.

This proves yet again that Nike are totally in-tune with their market. They know exactly what their customers want and where they want it located. Just like the re-vamped 1948 store in London - more appropriate than an ice-cream parlour given the UK climate – it’s not just about selling product, but creating a community based around the brand.