A step up: Nike makes great strides at Boxpark

London – Sportswear brand Nike has opened a Nike+ FuelStation store at pop-up retail mall Boxpark that recommends trainers based on customers’ running techniques.

To choose the correct shoes, visitors run for a few seconds on a treadmill, where their strides are filmed. Based on how consistent their steps are, an assistant is able to recommend shoes that have low, medium or high levels of support.

The store, comprising four shipping containers rather than the usual one at Boxpark, leads customers through an immersive experience with light installations that recognise movement. The Nike+ FuelBands that LS:N Global covered in our Seed story in January are also on sale there.

This is a highly compelling store, which taps into the Self-Quants mentality. For more on how to optimise your retail, read our Tomorrow Store macrotrend.