SportsShoes.com to open flagship experiential store in Shoreditch
SportsShoes.com is to open a flagship experiential shop in London’s Shoreditch High Street.
The online running shoes, clothing and outdoor gear retailer said the 5,000 square foot space will be called House of SportsShoes.
Subscribe to TRBSet to launch in early March, the store will be a digital-first running destination that brings the retailer’s ecosystem to life within a physical environment.
At the heart of the concept is a frictionless, “no bags, no hassle” model where customers try products in-store, complete their purchase, and have their order fulfilled from SportsShoes.com’s 17,000-product warehouse for next day delivery.
Runners will be able to try more than 100 running shoes in-store from brand partners such as Nike, ASICS, New Balance, Adidas, HOKA, Saucony and On. Using RFID technology, products can be brought to life on screen to showcase the innovation, performance features and technology built into each shoe.
In addition, the store will feature a dedicated events floor with a Q&A arena and community zone where the retailer will host professional athlete experiences, podcasts and brand activations. There will also be a Running Lab offering performance technology and gait analysis to support runners of all levels.
House of SportsShoes will be providing a programme of activity before, during and after the TCS London Marathon on 26 April.
SportsShoes.com managing director Brett Bannister, said: “We regard ourselves as unrivalled in running so when we started the ideation for House of SportsShoes our objective was to create an unrivalled physical retail experience in our space.
“We chose Shoreditch because of its deep connection to London’s running culture and the strong community of run clubs in the area.
“Our flagship store will be the apex of us integrating our digital ecosystem with a physical location and range of complementary experiences, making it unlike any other running retailer’s offer.
“With the support of our brand partners, and with the focal point of the TCS London Marathon, House of Sports Shoes will be truly special.
“We are hugely excited to be bringing big launches from Nike, Asics, New Balance and Adidas, appearances from the running glitterati and one-of-a-kind events as only SportsShoes.com knows how.”
Established in Bradford in 1982, SportsShoes.com posted a record turnover of £93.3 million and a 13.3% increase in EBITDA to £6 million in the year to 28 February 2025
