"Six days before we opened this was a car park," says Simon Wainwright, Nike's UK PR, of the new Nike Sportswear store on Bateman Row in Shoreditch. The whitewashed walls and appropriately retro gymnasium-like furniture do a good job of hiding the space's former use.
As the Fashion V Sport exhibition at the V&A makes clear, there is a thin line between the catwalk and the field and this comes to mind when entering this new flagship for the Nike Sportswear range. The whole concept of the Nike Sportswear line, which launched earlier this year, is to re-launch and upgrade iconic Nike products that long ago moved from sports to fashion, like the Air Force 1, the Windrunner, the Nike Dunk and the Air Max 90. This isn't the place for purchasing your gym kit, but to buy fashion disguised as sportswear.
For two months the Shoreditch store will serve as a retail space, but there are plans to use it for events, although no details have been confirmed.
Nike / Phil Aylen