Nike debuted NikeLab in six stores worldwide on Thursday
Nike has unveiled NikeLab. The American brand chose the opening day of the World Cup to kick off its new store concept, deployed simultaneously in London (Shoreditch), New York (Mercer Street), Shanghai (Jing An District), Hong Kong (Causeway Bay), Milan (Via Giovanni Lanza) and Paris. In the French capital, Nike redesigned its sportswear store at 12 rue Saint-Gervais Hospitallers, in the Marais (4th arrondissement).
Introduced both online and in physical locations in major cities, the new concepts highlights the company’s innovativeness. As part of NikeLab, Nike has also released Free Mercurial Superfly HTM, an urban reinterpretation of its soccer cleat that employs Nike Flyknit and Nike Free technologies.
In emphasizing its commitment to innovation, the company has done everything from underscoring product developments to incorporating sustainable materials created from motherboards and computer casings into the store design, the result of a collaboration with the company Miniwiz, founded by Arthur Huang.
True to Nike’s overarching philosophy, NikeLab will be a place where sports meets fashion. The stores will stock the Swoosh’s latest designs as well as reinterpretations of heritage styles resulting from collaborations with designers such as Jun Takahashi from Undercover.
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