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I have never really been one to go out of my way to enter stores that sell sportswear. Maybe it’s because I am not into any sport, and I stopped working out when I realized the treadmill gave me symptoms of an incurable affliction called boredom. Or maybe, I have become traumatized by my boyfriend’s obsession with sportswear boutiques – his visits usually result in shopping bills that break my heart and give me the palpitations. ("You paid that much for something made out of rubber? I could buy three pairs of nice, China-made stilettos for the same amount!") Point is, don’t expect someone whose only interest in sports involves watching it from the sidelines to enter a haven for sports buffs.

I defected from this expectation, however, when I encountered the new Nike concept store. The clothes they sell in this store don’t begin and end with what makes you run faster or sweat more effectively, the products in this store can actually make a catwalk devotee swoon with pleasure. This Nike concept store recognizes that the lure of the sports scene is so great that even fashion lovers who don’t log in game time have taken to it with all their hearts and soles. Even Paris Hilton, when not stupefying in some barely-there minidress for a red-carpet event, has pranced down paparazzi lane in pastel-colored track suits. Think she works out in them? Don’t hold your breath, ‘cause she’s not.

This Nike store presents a unique range of products inspired by the culture of sports and the brand’s authentic sports heritage. Clothes, footwear, and accessories take on the look and feel of Nike’s best-selling performance wear, only they’re repackaged into something more trendy for a setting beyond the sports arena, e.g. a pair of sleek silver Nike Shox that would perfectly set off your new drainpipes, or a retro-style vintage jacket that ups the style quota on a pair of camo shorts. These clothes may not necessarily help boost your athletic performance by they’ll certainly do wonders for your wardrobe choices.

The likes of Paris Hilton aside, these sports heritage products are actually perfect for individuals who love the sport and want to express this passion 24/7. Mae Dichupa, Nike Philippines’ PR impresario, tells of how American tennis star James Blake wears Nike Performance clothing on the tennis court but prefers to suit up in Nike Sports Heritage gear for post-game events or press interviews. These clothes allow him, and other athletes, not only to love the game, but also to live it every day.

And for people like me who think it’s better to let a barely-used gym membership run out than suffer attacks of claustrophobia in the weights room, it’s just a relief to know we’re not always required to sweat in Dri-Fit clothing.

Nike stores featuring Nike sports heritage products are located at the 2/L Glorietta 3, Ayala Center, Makati; 2/L Eastwood Citywalk 2, Libis.