An online running retailer is to open a new flagship store in Shoreditch this March in anticipation of the London Marathon.
SportsShoes.com sells running shoes, clothes, and outdoor gear, and their new immersive store will open as House of SportsShoes on Shoreditch High Street.
The space plans to offer community events, major brand launches, and a high-tech Running Lab which provides runners with a free gait and performance analysis.
Managing director Brett Bannister said: “Our aim is to create an unrivalled running experience that brings people together, helping them feel more confident about how they run and what they need, whether for a marathon or a weekend jog.”
Following a staggering 36% increase in ballot entries for the 2026 London Marathon, House of SportsShoes will host a rolling programme of talks, podcasts and Q&As.
It will also hold Saturday run clubs, coaching, and marathon preparation sessions to further engage with the running community.
Bannister added: “House of SportsShoes is about giving runners a place that feels genuinely made for them.”
Runners will have the opportunity to compare more than 100 running shoes in-store across leading brands including Nike, ASICS, New Balance, Adidas, and Hoka.
They will use RFID technology to bring the shoes to life on a screen, and anything purchased will be delivered directly to shoppers’ doors as part of their ‘no bags, no hassle’ approach.
Shoppers will enter through an arrival zone which has been designed around marathon season, with the Innovation Station spotlighting key product stories.
The in-store team will be mainly made up of experienced and passionate runners, in order to provide an expertise-first approach for customers.
Feature image: House of SportsShoes
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