Retailer hails London pop-up as 'runaway success'

A West Yorkshire-based online sports retailer has welcomed thousands of visitors to its flagship London pop-up store as it strengthens its presence beyond the digital marketplace.

SportsShoes.com has hailed its House of SportsShoes pop-up on Shoreditch High Street as a “runaway success” after attracting more than 29,000 visitors during its three-month run.

The Shipley-based retailer, which recently announced collaborations with Puresport and YETI, opened the 5000sq ft experiential space in March, delivering a programme of events around this year’s TCS London Marathon.

Spread across three floors, the store offered gait analysis, product launches, community events and training sessions, with more than 1900 runners assessed.

The retailer also hosted 30 events featuring brands including Nike, Asics, New Balance and Adidas, alongside appearances from leading athletes.

More than 20 London running communities engaged with the space, while weekly run clubs helped establish the venue as a hub for runners.

SportsShoes.com managing director Brett Bannister said: “House of SportsShoes has been a runaway success, delivering an amazing physical experience for our brand partners and community that embodies our position as unrivalled in running.

“From the athletes who appeared with us, to the run clubs that made the store their home and the first-time customers who we welcomed, House of SportsShoes has been a celebration of running culture.”

Although the pop-up will close on June 22, Brett adds the retailer remains committed to expanding its physical presence through events and activations.

He added: “The relationships, insights and energy built through House of SportsShoes will help further shape our future physical activations.

“We’re dedicated to ensuring we continue to provide outstanding experiences and the team is already looking at more new and innovative opportunities that will do just that.”

Founded in 1982, SportsShoes.com reported record turnover of £93.3 million for the year ending February 2025.

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