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Brief Published: 26 Aug 2016

Nike’s Immersive Workout Experience

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.