In-house laser beams and foam pits are making activewear stores the new shopping destinations, says WGSN travel contributor Emily Johnson
The launch of three new activewear boutiques in London’s Chelsea/Kings Road area in the past month has given us cause to suspect this is becoming somewhat of an activewear hotspot. With this fresh in our minds, we have looked further afield and rounded up the best global sportswear and activewear concept stores for your perusal, including in-house foam pits, laser scanning systems and online nutrition concepts … total #fitspo.
Asics / London
527 Oxford Street W1C 2QL / 44 (0)20 7629 0154
Neighbourhood: Oxford Street/Regent Street
This Oxford Street Asics flagship store has the technology for shoppers to find running shoes by using a 3D foot-scan system, which uses laser beams to measure the exact length and width of your feet. This store also has a specialised running LAB, where customers can have a full, physical running assessment to discover the best footwear for their training. This personalised and specific approach to a singular sport makes this a real activewear destination for those serious about their PB.
Outdoor Voices / New York
199 Lafayette Street / 1 646 861 1023
This temporary store by understatedly cool activewear brand Outdoor Voices is only open for a little longer, so get a jog on if you want to experience this hub for shopping and exercise. The space plays host to various group events from dog walking to jogging, making this a multi-functional and relaxed approach to fitness. The interior has been designed by artist Ana Kras and features tactile objects in muted colours and materials such as high density foam – customers are encouraged wholeheartedly to interact with the blocks and re-discover their inner child.
Serendipity Sport / Paris
16 rue Saint Roch 75001
Serendipity Sport is an exciting new space in Paris, where sport, technology, style and art combine in constantly evolving combinations. Selling a range of sportswear and fitness gear, the concept store also explores and retails unusual variations of sporting goods. The company’s tagline ‘where sport meets the unexpected’ is an apt description of this one-of-a-kind space.
The Sports Edit / London
172 Fulham Road SW10 9PR / 44 (0)20 7370 4522
Neighbourhood: Chelsea/King’s Road
This newly-launched premium sportswear retailer has a fashion-forward approach to activewear. The Sports Edit has opened a new space in Chelsea, creating a revolutionary multi-channel platform for those passionate about sports – including an educational nutrition blog, events and interviews with specialists. The store offers a diverse range of global brands, with a focus on stylish designs, innovative fabrics and enduring quality for categories such as yoga, running and pilates.
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