4 July 2024
The Weekly
Sportopia at SelfridgesSportopia at SelfridgesSportopia at SelfridgesSportopia at Selfridges

For Sportopia that opened Monday and runs throughout the summer months, Selfridges has collaborated with a series of brands, including Lacoste, Champion, Nike, Omega and David Beckham to create immersive experiences in-store. There is a 40-foot climbing wall and sports bar in addition to tennis and swimming experiences. Destinations include a rooftop viewing area for Wimbledon matches, Le Club Lacoste restaurant, and, from mid-July, a Corner Shop takeover by Omega with an immersive swimming pool concept.


Head has launched a menswear pop-up shop with a fashion edge, part of the retailer’s Sportopia Head has opened the Selfridges shop to showcase its fashion-focused sportswear collection as it expands its global distribution in clothing. The company is best known for its tennis racquets, which are used by players and brand ambassadors including Novak Djokovic, Taylor Fritz, Matteo Berrettini and Coco Gauff. The Head Sportswear summer collection has a vintage edge, and mixes technical fabrics in colors such as yellow, navy, white and sweatshirt gray with details such as piping and tie dye. The pop-up will run until July 20.