Nike's House of Innovation

Nike's innovation vs. scientific claims

The ‘summer of sports’ has arrived thanks to the Olympics so Nike decided to spare no expense with their latest retail experiential activity called the ‘House of Innovation’ at Selfridges. The brand experience includes a DJ set from Nero, interactive sports challenges and array of products on exhibition specifically designed so that they ‘fit to perform’. Nike’s spectacle resonates well in the minds of the savvy and ‘digitally connected athletes’ because the environment merges physical with digital. Take a look and find out how relevant the experience was for the ‘everyday athletes’...

‘The Truth About Sports Products’

Panorama's episode, The Truth About Sports Products, investigated claims made by the manufacturers of sports products, claims which made assurances about boosting a human's sports performance. Some of the investigation looked at pricey and performance enhancing trainers and a study by the British Medical Journal and Oxford University tested the science behind the alluring advertising.

The marketing claims detailed by shoe manufactures were condemned by research and found to lack any relevant scientific backing. This news would undoubtedly come as a blow to many leading brands who pride themselves on supposedly delivering superior products at a premium price which are moreover supported with celebrity endorsements.

Panorama revealed that all the claims had very little impact on the average person's performance. Furthermore, the programme disclosed information on injury prevention claims made by shoe manufacturers, which as guessed wasn’t validated. Scientists suggested that until there is further research about the affects of well fitted shoes (or in fact any type of shoe) on injury prevention, the most sensible action to take is to buy a pair of shoes which you are comfortable in. Essentially, ignore the brand messages and celebrity endorsements.

The programme is a definite ‘must watch’. Watch the full documentary >>