Activewear giant Nike is about to unveil an experiential retail first in Melbourne.
Nike will celebrate the anniversary of Nike Tech Pack, a new apparel range launched in August 2013, with a pop up activation.
It will debut the Nike Tech Pack Studio to coincide with Melbourne Spring Fashion Week.
The custom-designed pop up space will be located on Collins Street and open its doors for the first two weeks of September.
The space will engage consumers through free events such as styling sessions, workshops and training events with Nike athletes.
It features its own cafe and restaurant and a full schedule for the two week activation.
Nike will also partner with Melbourne Spring Fashion Week to present a Sports Luxe show on September 3.
The Nike Sportswear Runway will feature a mix of local designers such as Livia Arena, Thurley and Carly Hunter.
The designers will integrate the Tech Pack collection and other new-season Nike pieces in their show.
Nike Pacific marketing director Juliana Nguyen said the initiative will touch thousands of consumers, media and influencers.
"Melbourne is a city iconic for its culture, sport and fashion and in September plays host to Spring Fashion Week and the AFL Finals, creating the ideal destination for the Nike Tech Pack Studio".