Anyone for tennis? With a gyroscope? And an accelerometer? And a piezoelectric sensor in the handle? Then it’s worth taking a look at Babolat’s latest techno-tennis creation.
Sports clothing retailers are experimenting to capture the imagination of shoppers in-store. Many of these initiatives are multi-sensory experiences and installations built around a product or brand to create an emotional bond with people. The sportswear brand Under Armour created a unique experimental retail space to mark its arrival in Shanghai. It focuses on the spirit of sport and exercise, with shoppers first led to view a short film before being guided to the retail area.
Bank and Monument. Charing Cross and Embankment. Leicester Square and Picadilly Circus. All Londoners know the tube stations you can easily walk between. But now Nike is encouraging us to ditch our Oyster Cards and walk between even the most distant of stops.
“If you can run a mile, then run a race, run a marathon, outrun a movie star. If you can ride a bike… ride a bull. Ride a tougher bull.”
Nike’s new campaign, ‘Possibilities’ inspires people to push their limits to the max. Narrated by actor Bradley Cooper and directed by the acclaimed Nicolai Fuglsig, the film features an all-star cast of athletes and guest stars, including Serena Williams, Gerard Pique of FC Barcelona and Spain and boxing sensation Andre Ward.
Today, trainers. Tomorrow, track.
Nike’s Reuse-A-Shoe programme takes old athletic shoes and turns them into Nike Grind, a high-quality sports surface used in courts, turf fields and tracks.
It’s all part of their vision to make ‘closed-loop’ products – things that use the fewest materials possible and can be taken apart and recycled into something new.
First there was easyJet. Then easyHotel. And now there’s easyGym.
Yes, Stelios has expanded into the fitness market with a chain of no-frill gyms. You can already work up an orange sweat in six spots across the UK. And from next month, there’ll be a new branch on Oxford Street, too. (Good find, Andy P.)
‘Don’t get comfortable’ might be an unusual request from a clothing company, but American Giant have other ideas. (Cheers Elliot). Unhappy with the fact that most of our clothes are made overseas, they’ve created a brand with an old American work ethic – without cutting any corners. Check out their brand film below: