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# Boulevard Ice
- URL: https://www.protein.xyz/boulevard-ice/
- Published: 2011-07-19T10:35:54.000Z
- Updated: 2025-05-28T11:03:28.000Z
- Description: Nike has created its own ice cream parlour in Harlem, New York. The new Boulevard Ice shop follows a recent campaign that saw…
- Author: Protein
- Tags: Seeds, #protein, #Import 2024-06-11 13:15, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/4522/1b071f51-8dbe-4d9b-9dbc-1afbea82ad9d.png)

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](http://thelemonicekingofcorona.com/?ref=protein.xyz). 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.