Women's sports retail takes center stage on Regent Street with SOOO pop-up

Ahead of a summer packed with elite women's sporting events across the UK, a new experiential retail concept, Style Of Our Own London (SOOO), opens on Regent Street this Thursday, June 5. Located at 245 Regent Street — one of the capital's most high-profile retail addresses — the space will serve as an intersection of sport, retail innovation, and gender equity in performance wear.
The brainchild of Laura Youngson, founder of specialist women's football brand IDA Sports, SOOO has been launched in collaboration with Mastercard, Westminster City Council, and The Crown Estate. The initiative responds to a persistent gap in the sports retail landscape: the lack of high-performance gear designed specifically for women.
Spanning more than 200 events over its five-month tenure, the pop-up is more than a commercial showcase. The space will serve as an interactive hub, complete with a three-a-side football pitch and a rotating roster of independent, female-focused performance brands. Many of the featured labels are DTC-native and rarely available in bricks-and-mortar settings, making the store a unique touchpoint between consumer and product. Visitors can also attend panels, workshops, and community runs, curated to engage and build a grassroots retail-sport ecosystem.
'At SOOO, we believe women deserve access to the best equipment, whether they're training recreationally or competing professionally,' said Youngson. 'This is about building a community and championing independent sportswear labels at a moment of peak cultural relevance.'
The launch coincides with a broader moment of momentum for women's sport in the UK. Major tournaments in football, rugby, cricket, and tennis will draw domestic and international attention this summer. Yet, while viewership and participation are growing, retail infrastructure has often lagged behind — particularly for women-specific kit that meets elite performance standards.
Backed by Mastercard, SOOO also represents a brand-led play in values-driven retail. The financial services giant, which has supported women's sport through sponsorships ranging from UEFA Women's Football to the Open, is offering funding, marketing support, and small business mentorship as part of the rollout.
'SOOO reflects our commitment to putting fans and players first,' said Charlie Carrington, SVP of Marketing and Communications, Mastercard UK & Ireland. 'It's about elevating underrepresented voices in sport and helping small businesses scale in the process.'
The project was selected from over 800 applicants as part of Westminster City Council's Meanwhile On initiative — a programme designed to revive vacant high street retail with purpose-led enterprises. SOOO benefits from reduced business rates, design support, and expert consulting.
'SOOO is exactly the kind of dynamic, community-led business we want to see in the West End,' said Cllr Geoff Barraclough, Westminster's Cabinet Member for Planning and Economic Development. 'This isn't just about filling empty space — it's about creating experiences that invite people back into central London.'
The Crown Estate, which owns the freehold for much of Regent Street, sees the launch as a continuation of the area's role as a launchpad for contemporary retail innovation. 'From global flagships to first-of-its-kind concept stores like SKIMS, Regent Street continues to be the destination for what's next in fashion and retail,' said Laura Thursfield, Retail Leasing Director at The Crown Estate.
Open daily through 31 October, SOOO aligns with increasing calls from athletes and advocates for gear designed with women's biomechanics in mind — a demand that continues to reshape R&D and merchandising strategies in the global sportswear market.

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

Spectator

3 hours ago

• Spectator

Farage makes his pitch to non-doms

Reform UK are on the rise – quite literally. The party is planning to move one floor up in their headquarters at Millbank Tower, giving its 40-odd staff a commanding view of Westminster from their office. That change in circumstance was reflected in Nigel Farage's speech this morning, when he strolled in to Westminster's Church House to set out his party's pitch to non-doms. The Clacton MP told journalists that 'tens of thousands' of people would be tempted to the UK by the offer of the card The party's headline announcement today was the launch of a new 'Britannia card'. This would be a one-off £250,000 fee which would allow non-doms – UK residents whose permanent home for tax purposes is outside the UK – to avoid income tax. The Clacton MP told journalists that 'tens of thousands' of people would be tempted to the UK by the offer of the card, with the one-off payment representing 'just the tip of the iceberg of what these people will pay if they come back' in stamp duty and VAT in the UK. The party estimates its policy would raise between £1.5billion to £2.5billion annually, which would be redistributed to the poorest ten per cent of workers. Some referred to this as a 'Robin Hood' policy; but Disraeli is perhaps a better comparison. The presence at the speech of Nick Candy, multimillionaire property developer and the party's honorary treasurer, demonstrates that Reform UK hardly see the rich as enemies of the poor. Farage's argument is that it is necessary to create a 'transparent link' between the social classes and restore the 'social contract' which exists between them. Under a Reform UK government, 'every wealthy individual who wishes to move here makes a tangible contribution to Britain's lowest earners,' said Farage. The questions, inevitably, were dominated by Iran. No Foreign Office-style flim-flam here; Farage insisted that the Israel and the US were 'right' to try to destroy Tehran's nuclear capacity. Noting his history of opposing regime change in Libya and Iraq, Farage argued it was 'difficult to see' what could be 'worse' than the current 'evil' Ayatollah. Asked whether he supported the UK joining military action in Iran, Farage said: 'I doubt they are going to ask for our help but they could do with our support.' For good measure, he accused Richard Hermer, the Attorney General, of 'bordering on treacherous' for his legal advice on the future of the Diego Garcia military base. Overall, it was a pitch aimed squarely at a very different type of regime change: toppling the Tories as the primary opposition to Labour by the next election in 2029.

Daily Mirror

4 hours ago

• Daily Mirror

Tommy Fleetwood's emotional and honest reaction to latest PGA Tour heartbreak

Tommy Fleetwood couldn't his frustration after blowing a golden opportunity to win his first ever PGA title in the final three holes of the Travelers Championship on Sunday Tommy Fleetwood admitted he was 'upset' and 'angry' after blowing his best ever chance to win his first PGA Tour title at the Travelers Championship with two bogeys in the final three holes. 'It was probably the worst way to finish,' said the world No.13. The Ryder Cup star took a three-shot lead into the final round at the TPC River Highlands in Connecticut - and still led by two on the 16th tee. ‌ But he dropped a shot on the par-3 16th after failing to find the green on the 155-yard hole. And when still leading by one on the final hole, the Everton fan nailed his drive but came up short of the green from 149 yards after changing his club. He took three putts from 50 feet for another bogey before Keegan Bradley nailed his five-foot birdie putt in a Ryder Cup-style atmosphere to take the $3.6m first prize. The US captain admitted he could now pick himself after climbing to world No.7 and ninth in the American rankings. ‌ But Fleetwood was left to reflect on his sixth runner-up finish on the PGA Tour without a win - the same as Colin Montgomerie - after 159 appearances. 'I am pretty gutted right now,' he said. 'I'm upset now, I'm angry. 'It's a crappy way to finish. A couple of wrong clubs down the last couple. I obviously didn't putt great today. That long putt on 18, I left it in the worst possible spot just behind Keegan's ball. Not the best putt there either. Things to work on there. 'Not been in that situation for a long time. Thought I did a good job for the most part. Probably the worst way to finish, leading by two with three to play and leading by one going down the last and you don't even make it to a playoff. The worst way it could go but Keegan did great down the stretch. 'Felt like I did a lot of good things, but there was things that I definitely can do better, and I have to do better. 'I would love to ust go and sulk somewhere and maybe I will do, but there's just no point making it a negative for the future really, just take the positives and move on. We will go home, start practising again. Tournaments start again in a bit.' ‌ Fleetwood, who is next scheduled to play at the Genesis Scottish Open on July 10, has now played in the final group in the fourth round seven times on the PGA Tour. He averages 71.48 and has only broken par once. The Olympic silver medalist made only one bogey in his first three rounds - and hit every fairway in his Saturday 63 - but dropped five shots on Sunday. He is golf 's nearly man. 'This is probably as close as I came,' he said. There's been a handful of times where coming down the last with a chance. But, yeah, this was a very close one, this is the longest I've led a tournament, I think, so yeah this probably is the closest.' When Fleetwood found water at the last while in contention for the 2020 Honda Classic, former US Ryder Cup captain Paul Azinger caused a storm by dismissing his achievements on the DP World Tour. 'Well it's not on the PGA Tour,' said the American. 'And they know that and I think Tommy knows that. It puts a bit of pressure on Tommy.' After his latest near miss, Fleetwood said: 'Obviously there's a lot of chat about it. I would have loved to have done it today, the search goes on, I guess. When it happens it will be very, very sweet. I know I keep saying it but I haven't really been in a position where I've really been in contention to really worry about when my win might come. Today was one of those days, led for 71 holes and it didn't happen. But in my mind, yeah, I've won loads of PGA TOUR events, I just haven't done it in reality and I'm sure that time will come if I keep working.'

Scottish Sun

4 hours ago

• Scottish Sun

I was replaced on the BBC by Gary Lineker and haven't spoken to him since, I knew he was the wrong man in the wrong job

The presenter also took a swipe at the BBC LINE-D UP I was replaced on the BBC by Gary Lineker and haven't spoken to him since, I knew he was the wrong man in the wrong job Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) GARY LINEKER was the wrong man to present the BBC's live golf coverage, claims the man he replaced. Steve Rider, who hung up his mic over the weekend, left the Beeb in 2005 to join ITV. Sign up for Scottish Sun newsletter Sign up 3 Gary Lineker previously hosted the BBC's golf coverage Credit: Getty 3 Steve Rider hung up his mic over the weekend Credit: Getty With Rider, now 75, having presented the BBC's live golf coverage prior to his exit, the Corporation opted to replace him with Match of the Day host Lineker. Rider initially kept quiet about his replacement, until in 2015 when Lineker took a swipe at the R&A in St Andrews. The former England captain was upset with the R&A's decision to flog rights to the Open, previously held by the Beeb, to Sky Sports. Lineker called the R&A "pompous" and "superior" - which Rider took issue with. READ MORE ON GARY LINEKER BLOCKED BY BEEB Lineker's BBC feud worsens as final interview with Mo Salah is BLOCKED The veteran presenter called Lineker at the time "the wrong man in the wrong job", before adding: "Gary was honest enough to step aside from the golf, but his attack on the R&A was sour and misguided in the extreme." Rider has now claimed that Lineker "blundered" into politics during an interview with the Telegraph. Reflecting on the presenter's controversial BBC exit, Rider added: "To put forward his opinions so energetically, you need to step outside the framework of the BBC. "That message was never convincingly conveyed to him by the BBC, and that's where they are at fault. BEST ONLINE CASINOS - TOP SITES IN THE UK 3 Lineker, 64, has left the BBC in controversial circumstances Credit: PA "He needed people looking after him before he pressed the button on some fairly volatile retweets. He needed to be saved from himself. So, there was a kind of inevitability about it." Rider has not spoken to Lineker since criticising his swipe at the R&A a decade ago. Legendary BBC and ITV commentator retires after glittering 48-year career as sporting icons say goodbye During his stint with the BBC, Rider hosted Sports Personality of the Year alongside Des Lynam. Taking aim at the current incarnation of SPOTY, the outgoing ITV stalwart said: "The commercial aspect took over. "The thinking was, 'Let's take it to a 5,000-seat arena with a big shiny floor'. It killed the chemistry. "Unfortunately, this happened just as the BBC's involvement in sport started declining. "Now it's very, very uncomfortable to see. It's not the type of programme you would invent now. "It has become a bit of a ball and chain.'