SPORTSHOES.COM TO LAUNCH FLAGSHIP RUNNING EXPERIENCE STORE ON SHOREDITCH HIGH STREET, LONDON

• House of SportsShoes will span 5,000+ sq ft across three floors on Shoreditch High Street

• The store is scheduled to launch in early March, with activity planned around the TCS London Marathon (26 April)

• Runners will be able to try 100+ top-rated shoes in-store, with a Running Lab and a dedicated events floor

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SportsShoes.com has unveiled plans for a new flagship experiential store on Shoreditch High Street,

London.

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Spanning more than 5,000 sq ft across three floors and called House of SportsShoes, the store will be

a digital-first running destination, bringing the SportsShoes.com ecosystem into a physical

environment.

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Scheduled to launch in early March, House of SportsShoes will deliver a programme of activity

before, during and after the TCS London Marathon on 26 April, with further details to be announced in

due course.

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Alongside product and performance experiences, the concept includes a dedicated events floor with a

Q&A arena and community zone, designed to host professional athlete experiences, podcasts and

brand activations.

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Runners will be able to try more than 100 top-rated running shoes in-store, featuring products from

brand partners including Nike, Asics, New Balance, Adidas, Hoka, Saucony and On. Visitors will be

supported by a running-led team, with an expertise-first approach.

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At the heart of the store is a frictionless, “no-bags-no-hassle” model. Customers can try products in-

store, complete their purchase and pay in-store, with orders fulfilled from the retailer’s warehouse

range of 17,000 products and delivered next day. RFID technology will also allow shoppers to bring

each shoe to life on-screen, revealing the innovation and performance features built into the product.

The flagship will also include a Running Lab featuring running performance technology and gait

analysis, with specialist support to help customers find the right shoe.

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SportsShoes.com managing director, Brett Bannister, said: “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 integrating our digital ecosystem with a physical location and a range

of complementary experiences, making it unlike any other running retailer’s offer.”

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He added: “With the support of our brand partners, and with the focal point of the TCS London

Marathon, House of SportsShoes will be truly special.”

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House of SportsShoes is the latest evolution of SportsShoes.com’s aim to be the most physically

present digital retailer in its space.

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Over the past 18 months, the retailer has delivered more than 100 activation events across the UK

and internationally and says this approach has helped it reach seven million consumers physically

during that period.