Last week Nike launched their House of Innovation within London’s Selfridges store.
The House of Innovation is set to occupy the Ultra Lounge for the next month and as the name might suggest is a showcase of the brand’s latest performance based technology.
As well as a solid offering of the brands NSW apparel collection visitors will be able to get a look at some of the performance led apparel that will be sported by the USA national team during the London 2012 games later this month.
The two main elements of the space are the continued campaign of the Fuelband and the new Nike+ ESP footwear which tracks your movements in the gym or on the basketball court through drills and tests. People who aren’t ready to drop £200 on a pair of trainers can have all their questions answered by trying out the footwear and competing against all the other visitors who’ve participated.
Without a doubt the most exciting part of the space for us are the Volt Flyknits nestled quietly in the corner, set for release on 27th July. Each week following will see a new colour way of the Flyknit being released at the space. Word even has it there could be a Selfridges exclusive or two in there as well.
The Nike+ House of Innovation is currently open daily until 12th August at the Selfridges Ultra Lounge, Oxford Street, London.