Which sports brand first introduced interactive 'virtual reality try-on zones' in flagship stores that allowed customers to virtually test products in simulated sports environments?

The sports retail landscape is constantly evolving with new experiential marketing strategies to engage consumers. Major athletic brands have pioneered innovative in-store experiences that blend technology, personalization, and interactive elements to create memorable shopping journeys. Test your knowledge about one particularly groundbreaking experiential marketing initiative that changed how consumers interact with sports products in physical retail spaces.

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Nike, with their Nike Innovation House concept in 2016
Adidas, with their Futurelab experience centers in 2018
Under Armour, with their Performance Centers in 2017
Puma, with their Forever Faster zones in 2019