This weekend, Nike Sportswear presents “Live for the Game” at Selfridges, London. In addition the the NSW Summer 2011 Collection and the Nike Air Flow TZ sneakers, there will also be a Grand Slam Polo customization suite set up, where you can create a one-of-a-kind Nike Polo shirt. On June 25, 2011 Selfridges will have the exclusive on a new Tier Zero Nike Toki in very limited numbers.

Nike’s Stadium at Selfridges brought on London-based artist HelloVon to showcase many of the world’s greatest athletes in 17 of their Oxford Street windows. “Using a powerful mix of digital and traditional mediums, he has immortalised the fleeting celebratory moments that resonate in the emotions of the global football audience – harnessing the momentary mood of millions as the future is written.”

Have a full look at the HelloVon installation after the click.

Nike’s latest Stadium space, at London department store Selfridges, plays host to the ultimate football experience.

From watching their favourite team’s matches live on the state-of-the-art High-Definition, 4×4-metre screen to visiting one of the rooms adjacent to the viewing stadium to play table football or the latest video games, fans will feel as close to the action as it is possible to be whilst staying in central London. There will also be an exhibition of iconic and rarely seen Nike kits to marvel at and bring back some cherished football memories.

Altogether 62 plasma screens ranging from 19” to 50” wide, all operated via a ‘Hippotizer’ system will create a wrap-around wall of sound and enhanced images within the main space to ensure the Nike Stadium at Selfridges experience is never short of breathtaking – even in between the matches.

Looking beyond the obvious support of the English football team, the Nike Stadium at Selfridges will pay homage to the most successful and feared footballing nation of all time – Brasil. The space itself takes its inspiration from the country’s famed on-pitch passion and energy and its design follows the yellow, green and blue colour cues of the national flag. Elements of Brasilian culture from dance and music to art and entertainment will be seamlessly incorporated into the Nike Stadium at Selfridges to create the ultimate sensory football experience.

To coincide with the launch of the stadium in the Ultralounge, Nike and Selfridges have also created a bespoke retail environment on the store’s first floor Menswear area. This new shopping space will showcase the very best of Nike Sportswear’s products, including a number of exclusive pieces from the NSW Collection to exclusive footwear.

Have a closer look after the jump.

The Selfridges Oxford Street store in London launched a Uniqlo shop-in-shop on March 1st. For the occasion, Uniqlo will be releasing exclusive product every month at the store for the remainder of the Spring/Summer 2010 season. Seen above are the first London exclusive products – a blazer and button down shirt not available at any other Uniqlo location.

Selfridges continues to bring exciting editions of product to celebrate their 100th anniversary. After previously showing a Blackberry Bold, Converse sneakers and more, we show you today their collaboration with Lacoste on the classic polo shirt. Of course it also come in yellow and features an oversized crocodile logo, a detail that we have already seen some time ago in the Lacoste x Alife Rivington Club collaboration. Via Love.

The Lacoste x Selfrdiges 100th Anniversary Polos will go on sale this week.

After recently presenting to you the Converse Pantone 109 sneakers, celebrating the Selfrdiges 100th Anniversary, we show you some more product from the anniversary collection. The UK department store also worked with Fender on a guitar, with Levi’s and Evisu on special denim and with Toy Watch on a watch. Of course all product features the signature yellow in one way or another. Via GQ, Swipelife.

Detailed images of the collaborative Selfridges 100th Anniversary Product follows after the jump.

Kidrobot x Selfridges – Ye Olde English Dunny Launch Party from Kidrobot on Vimeo.

We have previously reported about the launch of the Kidrobot pop-up store at Selfridges in London. Here we now take a look at the opening party of the event, which had many specials waiting for the attendees. Check out the video and more images of the opening here.

Carrie Munden of Cassette Playa has created an impressive installation for Nike Sportswear London. Entitled "Split", the installation was inspired by the Nike Split Windrunner. You can create your own split avatar and get a limited edition videoringtone, downloadable to your phone. 
Sound and Sonics of the installation were created by Silverlink. You can view the installation now at Selfridges in London.
Have a detailed look at the installation after the jump.