Nike’s House Of Innovation Raises The Bar For Digitally Connected Athletes

Nike’s House Of Innovation Raises The Bar For Digitally Connected Athletes

Selfridges, one of London's major department stores, host a retail concept shop for the athletics brand.

Plus Aziz
  • 28 july 2012

PSFK Coverage Of The 2012 London Olympics

Nike will continue to push up the bar this summer. Combining style and technology, London’s retail entertainment specialists Selfridges are hosting Nike’s House of Innovation from July 6th until August 12th in their space on Oxford street.

The experience is comprised of a handful of competitive challenges, exhibitions, and unique retail environments that combine physical and digital retail expertise to inspire “everyday athletes.”

House of Innovation’s basic goal is to promote Nike’s world of innovative products. This means selling Nike+ Fuelband and increasing exposure to Nike’s sophisticated design sensibilities. One of the challenges, for example, gets contestants to take as many steps as possible within a short timeframe (using Fuelband to keep score). Another challenge gets visitors to jump as high as possible.

Check out the video below to see inside the House of Innovation:

Nike’s expertise in innovation is conveyed through features such as their Lunarlon brand (for basketball enthusiasts), olympic athlete suits (which use recycled bottles as part of the fabric), the sportswatch GPS, the super-lightweight Flyknit footwear that incorporates knitting, and they also showcased the latest from their Pinnacle Collection brand.

Click through the thumbnails below for more images of the innovative space.

Nike’s House of Innovation @ Selfridges

+consumer goods
+Earn media / increase exposure
+fashion / apparel
+fitness / sport
+London 2012
+Oxford Street
+Sports & Fitness

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