Selfridges and Nike have launched a stunning experiential retail space designed for today’s style savvy, digitally connected athlete. From July 6 to August 12, the famous Oxford Street store in London is host to the NIKE House of Innovation at Selfridges – a futuristic space combining the best physical and digital experiences to enable and inspire everyday athletes to be the best that they can be. The cutting-edge space allows people to trial and buy the latest digitally enabled Nike products and also stocks limited edition sports inspired lifestyle collections. Inspired by the Nike+ FuelBand, the NIKE House of Innovation at Selfridges is split into several distinctive zones, featuring interactive experiences designed to encourage and reward movement: