A fairly new store opening towards the end of last year as part of the Ground Floor of the Icon Outlet which is its' self apart of the O2 Arena - it is located next to the main arena entrance and also their biggest rival and nemesis - Adidas. Both stores might be from similar, rival brands who share the dominance like Coke and Pepsi, but unlike Coke and Pepsi, these stores differ hugely. To be fair to the store in question - I will only talk about Nike here.
This Nike store is described online as a Factory store, while it might lack in size to their huge flagship location, Nike Town on Oxford Street but the store is in a pretty handy location if you're hoping to kill some-time before attending the O2.
The store is mainly a "running store" with a selection of running gear such as T-Shirts and trainers - there wasn't really much to appeal to the other markets of typical Nike fashion and sports-wear, I was surprised not to see a presence of any football jerseys here especially considering two London clubs (Spurs, Chelsea) do have Nike jerseys - as a Manchester City fan we did have Nike for the past couple of seasons but Puma has been a significant improvement on that front - but that shouldn't affect overall opinion on this store.
Perhaps designed a little too much like a running store and in its' location it could have done more to be an Outlet store selling more Nike fashion, even older jerseys at reduced rates which the big sports-retailers normally do from the end of one season to the start of another and until they run out, after all, it is the Icon Outlet.
2* - Bright store with a decent feel to it, looks good in its location but that's sadly where it ends. read more