A new sporting futuristic world: the NIKE House of Innovation at Selfridges

Thursday 6^th July saw the lower ground floor of Selfridges on Oxford Street be transformed into a fascinating and futuristic display for the new NIKE collection. Queues outside the store were intriguing the passers-by as much as the VIPs and media, as to what we would discover inside.

Entry to the event revealed a room with dimmed lighting and the loud sounds of Nero, who performed a DJ set at the party. Sectors of the room split up different areas of the new collection. From impressive footwear to trendy sport luxe pieces, there was an array of different garments to browse alongside a vast display of digital interactions allowing you to test out the latest NIKE creations.

Each particular area at the event was simply mind blowing. One in particular was used for trialling the brand new NIKE Lunarlon and trainers that allow athletes to measure their performance through mobile application. Through the use of huge LCD screens, onlookers could test out the trainers through a series of activities including skipping and basketball, all of which had a very virtual game feel to it.

With a definite ultramodern twist, the House of Innovation allowed you to get inspired. As a way of celebrating culture and style from sporting innovations, the creative platform showcased the collection through revolutionary approaches.  

The NIKE+FuelBand is another fascinating invention. The idea of the product consists of using a wristband that tracks movement throughout your day-to-day routine and is designed to inspire all users to be physically active. By reacting to human movements, the band is easy to use and a way of motivating anybody to move in a totally unique way.

The Flyknit running trainers were next on the mesmerising NIKE agenda. Displayed with luminous green threads draped through cotton yarns from the ground to the ceiling, the shoes are designed with a knitted look as lightweight and seamless trainers.

The NSW collection, titled Made in Italy, give a more relaxed but fashionable approach to a more boutique area of the room. Identified as the premium heritage sector of the new NIKE pieces, the NSW clothing features neutral shades of greys and blues to smarten up sporting colours. These pieces are already available to buy at Selfridges and range from £85-£195.

The event would not have been complete without a link to the London Olympics. The NIKE Track and Field range highlights uniforms that will be worn by athletes this summer. Sleek athletic outfits designed specifically for the USA illustrated NIKE’s dedication to the sporting world and gave a sense of the admiration and pride for the events planned for the upcoming months.

The night allowed NIKE to show they are at the top of their game. With cool styles and completely ingenious ideas for an ever-changing modern world, the NIKE House of Innovation proved exactly why it is the perfect sporting fix for our future.

Kellie Griffiths