Mashable reported last week (March 9) that Nike is opening a new pop-up store in the U.K. to promote its "Nike+ Fuelband" running bracelets.
"The wristband tracks your movements throughout the day. It records 'your entire athletic life,' says Nike’s promo video, and can sync that information to your smartphone," wrote Mashable's Kate Freeman. "The wristband records steps taken, calories burned and time of activity."
The Fuel Station pop-up store will be located in the BOXPARK pop-up mall in London's Shoreditch district. The store will feature Nike shoes and running gear, as well as an interactive LCD wall that creates a colorful silhouette that moves with you when you stand in front of it.
Three things worth noting in this story:
- This, of course, is not the first time Nike has used technology to promote its brand and to connect with runners. Its Nike+ shoes and iPod/iPhone app for tracking runs and training progress has been around for several years.
- Big-name athletic brands have been early adopters of interactive retail technology in-store: Adidas partnered with Intel to develop interactive digital shoe walls, as demoed at NRF over the past two years.
- Pop-up stores are hotter than ever. Allowing brands to maximize awareness while minimizing space and retail store overhead.
Make sure to watch Mashable's video about the Nike "Fuel Station" pop-up store in London, for more details.