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Introducing the NIKE House of Innovation at Selfridges

Selfridges and Nike have launched a stunning experiential retail space designed for today’s style savvy, digitally connected athlete. From July 6 to August 12, the famous Oxford Street store in London is host to the NIKE House of Innovation at Selfridges – a futuristic space combining the best physical and digital experiences to enable and inspire everyday athletes to be the best that they can be. The cutting-edge space allows people to trial and buy the latest digitally enabled Nike products and also stocks limited edition sports inspired lifestyle collections. Inspired by the Nike+ FuelBand, the NIKE House of Innovation at Selfridges is split into several distinctive zones, featuring interactive experiences designed to encourage and reward movement:

Nike+ FuelBandOn stepping inside the space, consumers can trial and buy the Nike+ FuelBand, an innovative wristband that tracks movement throughout the day, designed to motivate and inspire users to be more active. The ergonomic Nike+ FuelBand captures and displays four different metrics: time, calories, steps and NikeFuel – a new metric that will be the ultimate measure of your athletic activity.

Nike Lunarlon+ ExperienceThe NIKE House of Innovation at Selfridges is one of a select number of UK stockists of the hotly anticipated NIKE+ range of digitally enabled basketball, training and running shoes for men and women – revolutionary shoes that allow athletes to measure their performance via interactive mobile applications.

Visitors to the Nike Lunarlon+ Experience can trial the shoes via an immersive, video game-style experience on giant LCD screens.

Nike FlyknitThe Nike Flyknit range of running shoes are showcased in a dedicated space, designed to appear as though it has been knitted.

Nike Flyknit running footwear features a revolutionary knitted upper using yarns that are precisely engineered to create a lightweight, form-fitting and virtually seamless upper designed to deliver great performance whilst reducing material waste.

NSW Pinnacle CollectionReclaimed wood clashes with industrial concrete to frame the NSW Pinnacle Collection. Inspired by Nike’s running roots, this collection elevates off-field apparel with refined silhouettes, expert patterning and exclusive Nike technology evolving classic pieces into sophisticated, sport-infused attire. 

Federation UniformsVisitors are also able to see a selection of the Nike Track & Field range that will be worn by the world’s top athletes including the Nike Pro Turbospeed suit, which will be worn by some of the fastest sprinters on the planet. Created using fabric made from an average of 13 recycled bottles, it’s the lightest, fastest track uniform Nike has ever built.

The NIKE House of Innovation at Selfridges is also about celebrating the culture and style of sporting innovation with a regular programme of free events, including Friday Night Fuel Sessions powered by Beats By Dre featuring live DJ performances alongside Fuel battles from cocktail making to dancing. The NIKE House of Innovation at Selfridges is open daily from 6 July to 12 August at the Selfridges Ultralounge, lower ground floor, Oxford Street, London.