Last week we attended the first of Nikes House of Innovation Friday Fuel Sessions with Benga at Selfridges Ultralounge. The stylish space on the lower ground of Selfridges & Co on Oxford Street has been transformed into a futuristic, luxe experimental retail room for people to test and trial Nikes lastest digital sporting products and view the collections. The HOI has been mainly inspired by the Nike+ Fuelband which is one of the lastest pieces of technology to be released for retail; the band measures your activity during the day and converts it into Nike Fuel, you can set goals for the day and track your progress everyday (more info about the Nike FuelBand will come next week when I’ve played around with mine but click here if you want to see more about the FuelBand).
During the evening the fuel session enabled you to try out the products; the fuel bands were tested by making your own cocktails and seeing how many fuel point you racked up whilst shaking. On the opposite side of the room the Nike Lunarlon+ Experience was taking place, whereby you could test out the incredible Nike+ range of digitally enabled basketball trainers on giant LCD screens like a video game. The Nike Lunarlon+ allows athletes to track their workout / performance which is a massive launch into the future for technology in your trainers, exclusively stocked around the UK the HOI in Selfridges is one of few retailers to stock the groundbreaking trainers!
The main focus of the night seemed to be put towards the Lunarlon+ Experience and the Fuelbands as well as Bengas performance and the WAH nails girl giving out free manis! But that’s all not to take away from the other dedicated areas of the HOI; one zone was dedicated to the Nike Flyknit range of running trainer that appears to have a ‘knitted’ structure, the trainers are engineered to create a super lightweight feel for the runner to achieve their best performance, the trainer is made from special yarns that are give the appearance of a seamless structure and a responsible for its lightweight .
Also two other areas dedicated to the NSW ‘Made in Italy’ Collection and the Federation Uniforms that will be seen worn on elite athletes for the big sporting event happening in the next weeks ahead also the uniforms are the fastest track uniform that Nike has ever made nature.
The House of Innovation is open until the 12th of August daily and has regular free event and seminars for the public too attend.