SportsShoes.com celebrates “runaway success” of London flagship pop-up store with more than 29,000 visitors and 30 events delivered

Online running shoes, running clothing and outdoor gear retailer SportsShoes.com has hailed its flagship House of SportsShoes pop-up store on Shoreditch High Street, London, a “runaway success”.

The store, which opened in early March, provided a programme of activity before, during and after the TCS London Marathon.

During that time, more than 29,000 people have visited the 5,000 sq ft experiential space which is spread over three floors.

The store was designed to further demonstrate the retailer’s publicly stated position of being the most physically present digital retailer in its space.

To date, instore gait analysis has seen 1,900 runners assessed whilst 30 events were held, including launches by Nike, Asics, New Balance and Adidas, with many attended by high-profile athletes.

These included multiple Olympic gold medallist Sir Mo Farah, Olympic gold medallist triathlete Alex Yee, three-time London Marathon winner Paula Radcliffe, 1,500m world indoor champion Georgia Hunter-Bell, half-marathon world record holder Jacob Kiplimo and European 10-mile record holder Emile Cairess.

The store engaged with more than 20 London-based running communities, while 12 weekly run clubs helped establish the location, making it both a hub and a store.

The retailer’s Couch to £5K initiative, designed to encourage new runners into the sport, proved successful while activations with local running clubs reached a further 3,100 runners. Social media activity relating to the store also generated a total reach of 8.6m people.

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.”

House of SportsShoes will officially close its doors on Monday 22nd June but the retailer is not going to rest on its laurels.

Brett 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.”

Over the past 18 months, SportsShoes.com has been involved in the delivery of more than 100 activation events across the UK and internationally.

These include Nike Test and Trial initiatives, Parkrun, RunThrough UK events, Kendal Mountain Festival and activations at nine marathons including Berlin, Amsterdam, Boston, New York and Osaka.