Pictures: Author's own 27/2-14
We started this project by taking a trip to central London and looking at the main sports brands, including Nike Town, Lillywhites, Selfridges sport department and Addidas. I chose to focus on Nike Town because I found it most inspiring. I like their branding and find the visual merchandising attractive; I feel they have managed to change the perception of sportswear from something untrendy into a fashion statement. I also like that they pay attention to the detail and that they have a variety of styles.
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