Nike, WIT Launch London Training Lab Amid Experiential Retail Boom
WIT and Nike are teaming up for an immersive Training Lab in London featuring retail, workouts, athlete appearances and recovery experiences
WIT, the specialist training brand that was an early pioneer of the CrossFit movement, is leaning into the rise of experiential retail with a multi-week WIT x Nike Training Lab in London, targeting consumers who value fitness and in-person activations as much as the products themselves.
Part retail, part training ground and held within a 2,000-square-foot space in Battersea, the WIT x Nike Training Lab blends traditional retail offerings with complimentary live fitness programming, appearances from Nike athletes such as Gabi Magala, a Hyperice-led workshop series and recovery lounges. Classes and workshops run through Aug. 24 and can be booked weekly via the WIT website.
The series also aligns with the 10-year anniversary of Nike’s Metcon line, with the sportswear giant choosing WIT as its exclusive partner to debut the Nike Metcon 10 training sneaker.
“Nike Metcon and WIT started their journeys in the same year, and since then, we’ve grown together through a shared belief in performance training,” WIT co-founder Sam Kitching, who launched the brand in 2014 with Dan Williams, said.“The Nike Metcon 10 isn’t just a shoe, it’s a statement of intent. This activation puts WIT at the heart of Nike’s renewed push into performance, and we’re proud to be their partner of choice.”
WIT and Nike are not alone in using physical spaces as brand experiences. In April, Adidas opened a two-story, 16,000-square-foot flagship on the Las Vegas Strip, one of its largest retail locations worldwide. The space features a Vegas-exclusive “City Shop,” a personalization studio and a 108-foot wraparound digital screen.
For its part, Alo Yoga is blurring the line between physical and digital retail. Earlier this year, the activewear brand refreshed its Alo Yoga Sanctuary on Roblox with new fitness and wellness features and introduced an in-store integration across its more than 150 locations, where shoppers can scan NFC-enabled stickers in stores to unlock exclusive virtual rewards.
Gymshark is also leaning into content-first retail, having hosted a two-day event in Miami in February where participants could sample Gymshark gear, work out and meet famous fitness personalities, including bodybuilder Chris Bumstead. In May, the born-on-social-media gymwear brand also staged a 24-hour immersive pop-up in New York’s West Village to mark the return of its cult-favorite Onyx collection, complete with superhero-inspired set design and hidden rooms. The activation comes ahead of Gymshark’s first U.S. store in New York City, set to open later this year, which will offer retail, workout studios and live events.
Puma, meanwhile, is set to host a “Run, Party, Plunge” on August 16 at its Las Vegas shop, starting with a community run to the Vegas sign and back, followed by a rooftop afterparty and cold plunge at the BLVD Mall. The free, all-ages event is open to the public.