Which sports brand first introduced in-store basketball courts where customers could test shoes before purchasing, revolutionizing experiential marketing in sports retail?

In the highly competitive sports retail industry, brands are constantly evolving their marketing strategies to engage customers beyond traditional shopping experiences. Experiential marketing has become a game-changer, transforming stores into interactive spaces where customers can test products, engage with technologies, and connect with brand stories. How well do you know the pioneering innovations that have redefined the sports retail landscape?

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Nike (with its Nike Town concept in 1990)
Adidas (with its Performance Store model in 1996)
Foot Locker (with its House of Hoops format in 2003)
Under Armour (with its Brand House concept in 2008)