{"id":135089,"date":"2025-08-14T16:07:00","date_gmt":"2025-08-14T21:07:00","guid":{"rendered":"https:\/\/athletechnews.com\/?p=135089"},"modified":"2025-08-15T13:00:52","modified_gmt":"2025-08-15T18:00:52","slug":"nike-wit-launch-london-training-lab-amid-experiential-retail-boom","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/nike-wit-launch-london-training-lab-amid-experiential-retail-boom\/","title":{"rendered":"Nike, WIT Launch London Training Lab Amid Experiential Retail Boom"},"content":{"rendered":"
WIT and Nike are teaming up for an immersive Training Lab in London featuring retail, workouts, athlete appearances and recovery experiences\u00a0<\/strong><\/h5>\n\n\n\n

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.<\/p>\n\n\n\n

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\u00a0from\u00a0Nike athletes such as Gabi Magala, a Hyperice-led workshop series<\/a> and recovery lounges.\u00a0Classes and workshops run\u00a0through Aug. 24\u00a0and can be booked weekly via the WIT website.<\/p>\n\n\n\n

The series also aligns with the 10-year anniversary of Nike\u2019s Metcon line, with the sportswear giant choosing WIT as its exclusive partner to debut the Nike Metcon 10 training sneaker.<\/p>\n\n\n\n

\"\"
credit: WIT x Nike Training Lab<\/figcaption><\/figure>\n\n\n\n

\u201cNike Metcon and WIT started their journeys in the same year, and since then, we\u2019ve grown together through a shared belief in performance training,\u201d WIT co-founder Sam Kitching, who launched the brand in 2014 with Dan Williams, said.<\/strong>\u201cThe Nike Metcon 10 isn\u2019t just a shoe, it\u2019s a statement of intent. This activation puts WIT at the heart of Nike\u2019s renewed push into performance, and we\u2019re proud to be their partner of choice.\u201d<\/p>\n\n\n\n

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 \u201cCity Shop,\u201d a personalization studio and a 108-foot wraparound digital screen.<\/p>\n\n\n\n

For its part, Alo Yoga is blurring the line between physical and digital retail<\/a>.\u00a0Earlier 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\u00a0shoppers\u00a0can\u00a0scan NFC-enabled stickers\u00a0in stores\u00a0to unlock exclusive virtual rewards.<\/p>\n\n\n\n

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\u00a0Chris Bumstead<\/a>.\u00a0In May,\u00a0the born-on-social-media gymwear brand also staged a 24-hour immersive pop-up in New York\u2019s West Village<\/a>\u00a0to mark the return of its cult-favorite Onyx collection, complete with superhero-inspired set design and hidden rooms. The activation comes ahead of Gymshark\u2019s first U.S. store in New York City, set to open later this year, which will offer retail, workout studios and live events.<\/p>\n\n\n\n

Puma, meanwhile, is set to host a \u201cRun, Party, Plunge<\/a>\u201d 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.<\/p>","protected":false},"excerpt":{"rendered":"WIT and Nike have launched a Training Lab in London as activewear brands from Adidas to Gymshark embrace experiential retail and live events.","protected":false},"author":43,"featured_media":135091,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1345,5150],"tags":[1410,5696,76,5389,7329],"post-options":[],"vertical":[],"coauthors":[],"class_list":{"0":"post-135089","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fashion","8":"category-fitness-business","9":"tag-activewear","10":"tag-london","11":"tag-nike","12":"tag-retail","13":"tag-wit","14":"pmpro-has-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2025\/08\/WITNIKESETUP-7-1180x1769.webp","author_name":"courtney-rehfeldt","author_avatar":"https:\/\/athletechnews.com\/wp-content\/uploads\/2021\/08\/cropped-DSC_7858-scaled-1-96x96.jpg","primary_category":{"term_id":1345,"name":"Fashion","slug":"fashion","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/fashion\/"},"yoast_head":"\nNike, WIT Launch London Training Lab Amid Experiential Retail Boom - 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