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Nike House of Innovaton - SELFRIDGES London

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Nike and London retailer Selfridges have joined forces to launch the Nike House of Innovation at Selfridges, a "stunning experiential retail space designed for today's style savvy, digitally connected athlete." The space is operating now until August 12th, allowing visitors to try out and purchase the latest digitally enabled Nike products, as well as limited edition sports-inspired lifestyle collections. The House of Innovation is separated into unique zones, each featuring interactive experiences promoting movement and performance: the Nike+ FuelBand, dedicated to the innovative movement-tracking wristband; the Nike Lunarlon+ Experience, which allows users to test digitally enabled sneakers through an immersive video game-like experience on giant LCD screens; Nike Flyknit, featuring running shoes with Nike's new lightweight knitted upper; NSW Pinnacle Collection featuring gear inspired by Nike's running roots; and the Federation Uniforms, made up of track and field kits worn by the world's top athletes.

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