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Retail
Published: 26 Aug 2016

Nike’s Immersive Workout Experience

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Nike Unlimited You, London

Coinciding with the closing weekend of the 2016 Rio Olympics (see our analysis of the Best Branded Experiences), Nike created an immersive three-day-only workout experience in East London's hip Brick Lane.

Encouraging consumers to test their limits, it held high intensity training (HIT) classes – organised by Nike's own trainers and top London fitness studios including Barry's Bootcamp and Kobox – followed by some post-workout relaxation in an on-site café devised by local café Maple & Fitz (see also New 'Glocalisation' Strategies).

However, even more impressive was the event's design. Set in the industrialised environs of a former brewery, the workout was accompanied by an immersive lighting installation by innovative London spatial design studio Artisan (established by the founders of London art collective United Visual Artists) and a bespoke soundtrack by musicians Alexis Taylor and Joe Goddard of English 'indietronica' band Hot Chip – performed by a live orchestra. The aim of such synchronised sensory performance was, according to Nike, to help visitors concentrate on their performance, and challenge the traditional gym experience.

Tickets cost £25 ($33) and could be bought via Nike's e-commerce site, for those with or willing to create a Nike+ account. Over 2000 people took part in the event.

For more on consumers' desire to be pushed to their limits see the section Competence Commerce: Beyond the Comfort Zone in The Supportive Sell, part of The Business of Wellbeing Macro Trend.

See also Sonic Branding, Exhibition & Display Design Trends, Hyper-Sensory Brand Spaces Pt. 1, Athleisure Engagement Strategies and Sports Retail Reinvented.

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