NikeLab: Connecting Digital Experiences with Retail Spaces

A space designed to inspire consumers through novel discoveries.—NikeLab launched its online presence at Nike.com/NikeLab on Wednesday, June 11, followed by retail spaces in New York, London, Paris, Milan, Shanghai, and Hong Kong on Thursday, June 12.

Positioned at the “intersection of sport, design, and culture,” NikeLab will feature Nike's latest performance innovations, sport-style innovations, and heritage styles reinterpreted through creative collaborations. It will also offer unique capsule collections with creative partners, including Jun Takahashi, designer of UNDERCOVER, as a special assortment exclusive to NikeLab.

The NikeLab POP UP space, offering an immersive experience of the NikeLab world, will showcase the latest "HTM" product, the Nike Free Mercurial Superfly HTM. This design collaboration brings together Mark Parker, Nike President and CEO and designer; Hiroshi Fujiwara of FRAGMENT DESIGN; and Tinker Hatfield, a legendary figure in Nike design. Additionally, a lottery sale for these shoes will be held, alongside a special exhibition of past iconic HTM models.

The Nike Free Mercurial Superfly HTM fuses the design perspectives of the three HTM collaborators, showcasing innovation from Nike's latest football boot, the Nike Mercurial Superfly, while hinting at the future of street footwear. Inspired by the features of football boots, it incorporates beloved Nike functionalities and technologies such as Nike Flyknit and Nike Free.