Niketown is more than just a shop; each week they put on special events, athletes come in for interviews, they even organise a running club. Since opening in summer 1999 it’s become a London landmark, at ease in the heart of the West End.NIKETOWN is surprisingly low-key and attractive, with five floors of shoes and athletic wear displayed in Lucite and polished-metal surroundings. More multimedia advertorial than sportswear store, "Museum" cases display Sneakers of the Rich and Famous, and you're assailed by images of celebrity pitchmen and women. No sales or bargains here -- plan on paying top dollar for the high-style athletic wear. Somebody's gotta pay for in Niketown.