New clubhouse for women’s sports retail opens in London

UK – A new retail concept is putting women’s sport centre stage this summer. Style Of Our Own London (SOOO), an immersive pop-up dedicated to women’s sportswear and community, has opened on Regent Street ahead of the UK’s packed women’s sports season.

Backed by Mastercard and selected from over 800 applicants for Westminster City Council’s Meanwhile On programme, the store champions small, independent brands often missing from mainstream shelves.

Alongside shopping, visitors can test kit on an in-store three-a-side pitch and join more than 200 talks, runs and workshops.

‘At SOOO, we believe women should have access to the best equipment whether they’re lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture,’ said Laura Youngson, founder of IDA Sports and SOOO. ‘SOOO is going to be the home of women’s sport this summer and we can’t wait to meet you all.’

Our Game-Changers: The Future of Sports Fandom report examined how brands are transforming their retail spaces into hubs for sports communities, fostering loyalty and cultural identity.