Online running specialist SportsShoes.com has unveiled plans for a new flagship experiential store on Shoreditch High Street, London. Spanning more than 5,000 sq ft across three floors, the space, titled House of SportsShoes, represents a significant evolution of the retailer’s digital-first strategy into a physical environment.
Digital-first retail meets physical experience
Scheduled to launch in early March, the flagship will operate as a digital-first running destination, delivering SportsShoes.com’s online ecosystem within a physical setting. The store will support a programme of activity before, during and after the TCS London Marathon on 26 April.
Community, events and cultural programming
A dedicated events floor will feature a Q&A arena and community zone designed to host professional athlete appearances, podcasts and brand activations. The space positions the store as a meeting point for London’s running community, with further programming details to be announced.
Frictionless retail and in-store technology
The concept is underpinned by a “no-bags-no-hassle” retail model. Customers can try products in-store before completing purchases on-site, with orders fulfilled from the SportsShoes.com warehouse and delivered next day. RFID technology enables products to be brought to life on-screen, allowing customers to explore performance and innovation features.
The flagship will also include a Running Lab offering gait analysis and performance insights, supported by specialist staff to help customers make informed choices.
Experience-led strategy
House of SportsShoes builds on the retailer’s wider commitment to physical engagement. Over the past 18 months, SportsShoes.com has delivered more than 100 activation events across the UK and internationally, including marathon activations, community runs and brand-led trials.
“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.
Brett Bannister, Managing Director, SportsShoes.com
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.”
Founded in Bradford in 1982, SportsShoes.com recorded turnover of £93.3m for the year ended 28 February 2025, with revenue increasing by four per cent and EBITDA rising 13.3 per cent year on year to £6m.
