Christmas arrived early for some West Ham United supporters as the Club unveiled its festive pop-up shop at John Lewis in Westfield Stratford. Open through 31 December, the seasonal retail space brings a wide selection of gifts for Hammers fans, including festive decorations, Christmas jumpers, and replica kits.
The launch event on Tuesday featured appearances from Club Ambassadors James Collins and Marlon Harewood, who together made over 380 appearances for the Irons, along with Hammers fan and broadcaster Bianca Westwood. The Club mascots, Hammerhead and Bubbles, were also on hand to help mark the occasion, drawing in shoppers to the John Lewis location.
Positioned on the street level, the pop-up shop offers Hammers fans an array of merchandise as part of this year’s campaign, “The Gift of Claret & Blue.” Designed to celebrate the holiday season with Irons fans, the store is open daily during regular shopping hours, making it convenient for fans to find the perfect gifts.
During the launch event, Collins and Harewood participated in a special Q&A hosted by Westwood, where they discussed the Club’s recent Premier League victory over Manchester United and shared personal memories of celebrating Christmas during their playing careers. Shoppers were treated to a festive atmosphere as Collins, Harewood, Hammerhead, and Bubbles engaged with fans, with the Ambassadors surprising passers-by by appearing in the shop window. Shoppers even had the chance to win prizes through live interactions, courtesy of walkie-talkies connecting the former players with fans in-store.
James Collins expressed his enthusiasm for the new retail venture, stating: “It’s great to see West Ham having a retail pop-up in John Lewis this Christmas period. It was great fun interacting with all the shoppers – and I’m sure Hammers fans will take full advantage of the pop-up over the coming weeks, as the clock ticks down to Christmas.”
Emma Taylor, West Ham United’s Head of Marketing, added: “We’re really delighted to have a West Ham United presence this festive season at such a renowned retailer like John Lewis. This year’s Christmas campaign is themed around ‘The Gift of Claret & Blue’ – and our festive pop-up in John Lewis is an exciting part of our plans to showcase our vast range of gift ideas for Irons fans. We’re excited about seeing West Ham fans in store at John Lewis over the coming weeks, as well as at our other stores – the countdown to Christmas is well and truly underway!”
The seasonal pop-up is part of West Ham United’s larger Christmas campaign, which will feature additional events and surprises in the lead-up to Christmas. With this new retail experience, West Ham aims to create memorable festive moments for fans throughout the holiday season.
