The highly digitized retail storefront mixes digital services and physical consumer experiences that inspire and inform today's digitally-enabled athlete.

Nike has opened the world’s first NikeFuel Station at the Boxpark in Shoreditch, London. The retail space breaks new boundaries in digital displays and design, aiming to appeal to today’s digitally-enabled athlete. It features a seamless mix of innovative digital services and physical consumer experiences including motion sensing, LED walls, augmented reality tools and interactive touchscreens. From May, the NikeFuel Station will also be one of the select stockists of the Nike+ FuelBand.

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