With London 2012 fast approaching the capital has become a mecca for all things sports related. Getting involved in the festivities is high street favourite H&M who have announced the opening of two H&M sports popup stores in the capital to tie in with the London 2012 celebrations.
Launching in two of London’s shopping havens, Covent Garden on Friday 6th July and at Westfield Stratford City on Saturday 7th July, the H&M sports pop-ups will stock the brand’s stylish fitness wear for ladies, men and kids. Steering clear of H&M’s usual stark, modern interior design, both pop-up stores will feature their own characteristic style, which are sure to impress and excite shoppers.
West of the city in Covent Garden, the H&M pop-up draws inspiration from a tradition school sports hall. Instead of dreaded gym kits and stern P.E teachers, shoppers can indulge in a spot of athletic retail therapy with a choice of sportswear, beauty products and a variety of accessories lining rails made from reclaimed furniture and retro gym equipment. Over on the east side of London and suitably neighbouring the Olympic grounds, you’ll find a contemporary H&M sports pop-up featuring clean lines and directional design details. Each store will exclusively stock a limited edition collection of Brit inspired pieces perfect for getting in the patriotic and sporting mood.
With a whole host of sporting events popping up around the country this summer, there’s never been a better time to update your fitness wear wardrobe. Marrying together style and practicality, the H&M Sport Collection combines the latest sportswear technology with this season’s Sports Luxe trend. With everything from breathable quick-dry running gear to soft cotton yoga essentials, H&M will ensure you’re winning in the fashion stakes this summer.
The H&M Sport stores open for ten weeks, from midday on Friday 6th July in St Martin’s Courtyard, 9 Mercer Street, Covent Garden, WC2 and on Saturday 7th July in Westfield Stratford City.