Saucony’s new Covent Garden flagship opens with a bang

Performance running and lifestyle brand Saucony has made a bold statement in London’s Covent Garden, opening the brand’s first UK flagship store.

And in a pre-opening day marketing event, a community-focused celebration ensured the general public was aware the Wolverine World Wide-owned brand was coming to town.

The event brought together Saucony’s running lifestyle communities, influencers, media, and creatives to celebrate the milestone opening, embodying the brand’s ‘Run as One’ mantra.This included a Beat the Bus challenge, where over 50 runners raced a Saucony-branded red London bus – complete with a live DJ performance as it passed some of London’s major landmarks, before crossing the finish line at Saucony’s new flagship store.

So what about the store, which also featured a grand opening on Saturday (21 June)? When the doors opened on 4 James Street, its two floors welcomed runners and sneaker enthusiasts to features that included customisation experiences, interactive running machine demos, live DJ sets and exclusive giveaways.

Design-wise, the flagship draws inspiration from the river that inspired the brand’s name, featuring “natural, flowing architectural elements and textural finishes designed to evoke Saucony’s heritage while creating a calming and welcoming environment”. 

The store also features three innovative ceiling lights that not only represent boulders in the river “but also create a dynamic atmosphere that shifts throughout the day”.

More than just a retail space, the store will also serve as a cultural hub for London’s running/lifestyle community “prioritising connection and collaboration”, said the brand. 

The store features dedicated spaces for community events, an in-store coffee station, a community wall, and 100 lockers for runners to store their belongings, ensuring the space is “both functional and inspiring”.

Cameron Black, VP & GM, Saucony EMEA, said: “Our goal was to create an environment that excites yet is calming, friendly and welcoming, and authentic to our Saucony DNA.

“This design allows the store to be more than just a retail space. It’s a community hub designed to inspire runners and enthusiasts while celebrating our heritage and innovation.”

Following the weekend opening, Saucony is promising a packed calendar of events, again featuring community collaborations, training sessions, workshops, and group runs. Upcoming highlights include pre-event programming for the Saucony London 10k on 13 July and the Saucony Shoreditch 10k on 21 September.