Nike Ultralounge at Selfridges

June 22nd, 2011 by retail design blog

Nike has two campaigns going on for the Wimbledon Grand Slam tournament, which is set to start on Monday. First they have created performance apparel and footwear for their sponsored players like Federer, Nadal and Serena Williams.

Also made specifically for the fans, Nike Sportswear has taken over the lower-ground floor at Selfridges to create a multi-purpose retail space. The space is decked out with HD TV screens to watch the matches live. In addition to the lounge, Nike has its summer range of gear on hand that includes 15 pieces of apparel from a wool-knit N98 Jacket to the Windrunner. Also visitors will have the option of customizing the Grand Slam Polo.

Two sneakers are also releasing at the Selfridges x NSW retail space the Air Flow TZ Tonal Pack, which is releasing today at 10 AM. Then next Saturday, a two piece collection of the Toki will drop with all four sneakers in limited numbers and apparently exclusive to pop-up shop. The retail space and Ultralounge will be open until the 3rd of July.

As the summer of tennis approaches, the nation once again has to choose how to watch the grass court action unfold; be that queuing from the early hours for a small space on a crowded hill or settling for the living room sofa…for a change. This year Nike Sportswear and Selfridges are serving up a fresh and stylish alternative.

In the Ultralounge at Selfridges, located on the London store’s lower-ground floor, fans hungry for something different will find an immersive and stimulating tennis experience. The arena pays homage to tennis culture adding a modern Nike twist, fusing sporting innovation with quintessential British style. Exhibited throughout are iconic on and off court moments, recounting Nike’s unique impact on the game.

An array of High-Definition screens will be mounted together in the main auditorium, forming a 360-degree viewing platform that is sociable and inclusive for the crowds keen to soak up the excitement as
the tournament unfolds.

For the style-savvy fan, there is a mix of sartorial offerings in the space, all of which will add a fresh layer of choice to any wardrobe.

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