Police were called to control the crowds, estimated to be 400 strong, and a limit of 10 people at a time was imposed.
The Oxford Street location opened its doors in accordance with government guidelines, which now allow non-essential shops to trade.
The street outside Nike’s flagship London store on Oxford Street was packed hours before it opened at 10am, as government guidelines restricting non-essential shops were lifted
Doors at the flagship location opened at 10am, and a surge of people were pictured shoving their way to the front to be the first inside.
Hundreds of eager shoppers bundled into Nike’s flagship London store on Monday as coronavirus restrictions on businesses are eased – seemingly ignoring social distancing guidelines.
Nike staff were snapped chatting to customers, encouraging them to stand apart, and assuring them they’ll get their turn.
Retailers have had to implement a range of measures, including social distancing, hand sanitiser stations, and limiting the number of shoppers allowed in stores, before reopening to the public.
Some customers even camped outside flagship locations in Birmingham, while others got up at the crack of dawn to be first in line.
The chaos was emblematic of post-coronavirus lockdown shopping, as crowds across the UK popped up at other high street shops such as Primark and Sports Direct.
If shops break the rules, they face being slapped with a huge fine or even closure until practices can be put in place.
A huge queue of shoppers were snapped outside the branch waiting to grab a bargain.
Yesterday, a Sports Direct shop in Scarborough opened up on the 14th, a day earlier than legally allowed, and police shut it down.
Brits blasted the Sports Direct shop for opening up before the recommended Government date.
Cops caught wind and were forced to shut the sportswear chain, which is owned by billionaire Mike Ashley.
“Always someone has to push the boundaries.
“No matter what the ‘reason’ for opening it was against the rules and the rule was rightly enforced.”
One user said: “Well done police yet again.