Next week, Nike will open a pop-up stadium in London's Selfridges, filled with 62 plasma screens and surround sound so that shoppers can watch World Cup matches in the store.
The Nike Stadium will be on the lower ground floor in the Selfridges Ultralounge, an arts and exhibition space. Adjacent rooms will host table football and video games and an exhibition of iconic Nike football kits. The pop up coincides with the launch of a Nike concession in the department store, stocking many sportswear pieces unavailable elsewhere in London.
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