There's a brand new House of SportsShoes in London – just a short sprint from Old Street Underground Station. The flagship running gear retailer is located in the heart of Shoreditch and is open seven days a week.

The new store spans three floors and is designed to cater to every runner. From expert gait analysis in the in-store Running Lab, to performance-led experiences and curated collections from world-leading running brands, this is more than a place to shop.

You can test and try all their shoes in-store. Purchases are shipped to you via next-day delivery from the warehouse, meaning no bags and no hassle for busy shoppers. Discover your natural running style with a Gait Analysis session. In just 30 minutes, the team will assess your biomechanics to identify whether you overpronate, underpronate or run neutral.

Upgrade to the state-of-the-art RunLab Advance Fitting experience, using elite sports technology, and experts will analyse how different running shoes affect your performance. Instead of predicting what might work, you can compare multiple shoes under the same conditions to see exactly which delivers the best results for your biomechanics.

Whether you choose the standard Gait Analysis or RunLab Advance Fitting experience, you’ll uncover how each shoe supports both your run and your goals, giving you total confidence in your final choice.

House of SportsShoes is also a space to learn, connect and train – supported by experts and a free programme of community running and cultural events. Planned events include brand experiences, athlete meets, expert talks, and group runs – events designed to connect you with the biggest names in running and the wider running community. Click here for future events...

Right now, there's even a Couch to £5K prize draw offer. Simply run a 5K ending at the new store in Shoreditch, scan the QR code in-store to confirm your entry with Strava, enter the free competition to win £5K and receive a free coffee – what's not to love about that? The winner will be drawn at random after the competition closes on Saturday, 18th April 2026.

There is an Easter sale with 20% off using the code EASTER20 for online sales.

Images courtesy of Dan Carter and SportsShoes on Facebook