Nike Media Hospitality Space

Nike Media Hospitality Space

Last week Control the Riot visited the British Medical Ascociation in Euston to attend the opening of Nikes new media hospitality space. For the duration of the Olympics Nike have hired out this building for athletes and journalists to make use of and the new space comes with some exciting glimpses of the future. The

July 31, 2012

Last week Control the Riot visited the British Medical Ascociation in Euston to attend the opening of Nikes new media hospitality space. For the duration of the Olympics Nike have hired out this building for athletes and journalists to make use of and the new space comes with some exciting glimpses of the future.

The media lounge has displays of Nikes recent and prospective commercial sports gear as well as examples of equipment designed and made especially for professional athletes looking to improve their effectiveness in their chosen area of sport. Two of the displays stuck out more than the others and they were both trainers, the first of which was an ultra-light running shoe dubbed the Nike Flyknitso called because of its woven material design and it’s astonishing lack of weight. The Flyknit weights a tiny 160g which (to put it in laymans terms) is the equivalent of a small apple or a TV remote with batteries installed.

Nikes’ second product  was not just a shoe but an entirely new way to measure and perform exercise.  The sole contains four pressure sensors and a battery/transmitter to send data to the wearers’ iPhone (we were told that this would only work on the iPhone). This new addition to the Nike shoe allows the iPhone to compute exactly how the user is standing (aka how their weight is being distributed across the soles of their feet). Alone this is pretty impressive but the demonstrations that came next were astounding.

Because Nike+ can now tell exactly how you are standing and how high you are jumping it becomes your fitness trainer and ensures you do all of your exercises correctly whilst wearing you out with gruelling physical challenges,  and the best part about this new tech? Definitely the price, the trainers will only set you back £170-185 which is a fair price for top of the range footwear let alone a pair of personal trainers. Our experience at the media lounge has shown us a very exciting future, not just for Nike but for casual exercise and sport in general. What do you think? Is this a leap into the future of sport or just a gimmick  designed to reel in consumers? Comment below and let us know.

About Richard Kirk

I’m a 3D Graphics Artist freelancing in my home town (London) with a passion for video games, animation and an addiction to television. Whether it be film, game or art I love anything that can visually wow me and inspire me to create.

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