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Nike unveils 2011 sportswear line with a bang
Jun '11
Fashion press, sportspeople, celebs and Nike fanatics descended upon the Selfridges London Ultralounge to mark the launch of the summer 2011 Nike Sportswear collection and the opening of the new tennis auditorium.

Selfridges have collaborated with Nike to transform the Ultralounge into a stylish tennis arena where visitors can soak up the excitement of Wimbledon from a 360 degree, high-definition viewing platform.blog post photo

Using tennis balls to spell out the iconic sports brand's logo, Nike have created a fitting homage to quintessentially British tennis culture with just the right dose of modern sports innovation.

Clearly inspired by Nike's classic style, the best-dressed guests rocked a casually-cool sport-luxe vibe.

With an old school hip hop DJ set from Mark Ronson and Q-Tip, party-goers were able to peruse and purchase this season's NSW offerings. The collection went down a storm- one of the standout pieces being the timeless Stowaway Trench.

To mark the occasion, guests got stuck in customising their own Grand Slam Polo, choosing from a variety of patches, buttons, coloured threads and initial embroidery.

Nike's 'Live for the Game' arena will be at the Ultralounge on the lower ground floor until 3 July, so make sure you head on down to experience it for yourself and shop the new collection.

Selfridges & Co

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