Last night Nike reopened the doors to their east London concept store, 1948.
The look of the Shoreditch space has changed, but the mantra remains identifiably similar. Nike aims to rid the distinction be
tween sports folk and other creatives with the store re-designed on the idea that they both share the same desire for freedom and self-expression.
A 1948 iPad app, which takes the form of a digital magazine, will also be launching to celebrate the creative retail playground. Tennis star Rafael Nadal will appear on the cover of the inaugural issue, which will be available at
the end of the month.