Mastercard powers innovative new women’s sports store showcasing small businesses on Regent Street
Mastercard powers innovative new women’s sports store showcasing independent brands on Regent Street ahead of UK’s summer of international women’s sport
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SOOO aims to be the home of women’s sport this summer, bringing high quality women’s sports gear and merchandise from 20+ small businesses to shoppers on Regent Street, the iconic shopping destination in the heart of London’s West End
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The store will host more than 200 events across all women’s sports throughout the summer
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SOOO is fully supported by Mastercard, which is providing funding and promotional support, Westminster City Council’s Meanwhile On project, which is providing funding and expert retail support and The Crown Estate, which is providing the premises
Style Of Our Own London (SOOO), a new, immersive pop-up store dedicated to women’s sport, opens its doors at 245 Regent Street for the first time on Thursday June 5 ahead of an exciting summer of women’s sport in the UK.
Founded by Laura Youngson of IDA Sports, with the support of Mastercard, Westminster City Council and The Crown Estate, SOOO will host an ever-changing rota of carefully selected small businesses, which are all passionate about creating high performance and comfortable sports gear for women and addressing the unmet demand for women’s sports merchandise.
Customers at SOOO will be able to shop these innovative and independent sports brands, which are usually mainly available online; test out equipment on the shop’s three-a-side football pitch; and attend one of the store’s 200+ events including talks, workshops, organised runs and more.
Alex Scott, Mastercard Ambassador, said : “Style Of Our Own isn’t just providing tailored kit and equipment for fans and athletes, it’s providing a space for all supporters of women’s sport to come together and share their passion. The success of women’s sport is undeniable, and this store is creating new opportunities for small independent businesses, players, and fans.”
Laura Youngson, Founder of IDA Sports and SOOO said: “At SOOO, we believe women should have access to the best equipment whether they’re lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture. It’s fantastic to now have a community hub stocking independent women’s sports brands right in the middle of town. SOOO is going to be the home of women’s sport this summer and we can’t wait to meet you all.“
SOOO is powered and backed by Mastercard, a proud sponsor of sport in the UK. Mastercard is providing SOOO with funding and extensive marketing and promotional support as part of its passionate and longstanding support of women’s sport in the UK and its programme to support small, independent businesses and help them grow.
SOOO was selected from over 800 applicants for Westminster City Council’s Meanwhile On project, which provides innovative brands with access to high-profile retail spaces. The project, set up to create a more inclusive and fair economy, gives brands significant relief on business rates, budget for store design, and end-to-end support from retail experts.
Charlie Carrington, Senior Vice President Marketing and Communications, Mastercard UK & Ireland, said: “As a longstanding sponsor and supporter of sport, we know how much passion and enthusiasm is out there. And we’re incredibly excited that women’s sport, which we’ve supported and championed for years, from grassroots to championships, continues to reach new heights. SOOO harnesses this, bringing high quality sports gear to women, helping small businesses thrive and providing an opportunity for fans to come together. At Mastercard, we always put fans and players first and SOOO is one of the many ways we do this.”
Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development, Westminster City Council, said: “We launched the Meanwhile On programme to bring fresh, independent brands into some of the most iconic retail spaces in the world and SOOO is a brilliant example of that vision in action.This project supports the long-term health of West End retail by reactivating vacant units with creative, purpose-driven businesses. It’s not just about filling empty shops, it’s about creating dynamic, modern experiences that will bring people back to our high streets.”
Laura Thursfield, Leasing Director – Retail, at The Crown Estate, said: “Regent Street has long been home to ‘firsts’ in the retail and fashion world, such as the recently announced and much anticipated opening of SKIMS' first store in Europe, and so it is only fitting that we support Style of Our Own in creating a hub for women’s sport. It is a source of great pride that we are welcoming this exciting platform for women’s sport to the heart of the West End, while providing a space for small businesses to showcase their products in an iconic shopping destination.”
SOOO comes as the UK prepares to host various women’s sport competitions this summer across rugby, golf, tennis, cricket, football, athletics, netball and basketball and as studies show that women athletes – from sports enthusiasts to grassroots and professional players – need sports gear built with their specific needs in mind.
SoOo opens on June 5 and will open Monday - Saturday from 10.00am until 8.00pm until October 31.
Visit SOOO London to find out more including the store’s exciting programme of talks, events and workshops.
Brands featuring at SOOO
About IDA Sports
IDA Sports prioritises high performance and comfortable footwear for athletes who have traditionally been an afterthought. Whether you’re a weekend warrior or an elite athlete, IDA Sports believes you should have greater choice and access to the best equipment when you step onto the field. Structurally, IDA Sports cleats are designed to accommodate the nuances of the female athlete’s foot. Aesthetically, they're designed with inclusivity in mind. For more information, or to try the products, visit the IDA website here
About Westminster City Council
Westminster City Council launched the Meanwhile On project in 2023 to support independent brands to launch stores in high-profile locations. The initiative removes traditional barriers to entry like high upfront costs and lack of access to commercial space, providing selected brands with funding for design and build, significant relief on business rates and expert guidance from retail specialists Someday Studios. Eight stores have launched to date across central London, with the project generating strong commercial results and national press coverage
About The Crown Estate
The Crown Estate has a diverse £16bn portfolio that includes urban centres and development opportunities; one of the largest rural holdings in the country; Regent Street and St James’s in London’s West End; and Windsor Great Park. We also manage the seabed and much of the coastline around England, Wales and Northern Ireland, playing a major role in the UK’s world leading offshore wind sector.
We are a unique business established by an Act of Parliament, tasked with growing the value of the portfolio for the nation and returning all of our net profit to HM Treasury for the benefit of public spending. This has totalled more than £4bn over the last ten years.
Through our activities and investments, The Crown Estate creates environmental, social and financial value both for now and into the long term.
About Regent Street
Experience Regent Street, London’s distinctive home of fashion, dining, wellness and lifestyle. Regent Street’s Grade II listed facades represent some of the most distinguished architecture in London. When built, Regent Street was the original shopping street for the capital and has grown into a world-renowned destination that curates year-round memorable experiences that go beyond world-class shopping. Its programme of events is globally recognised and includes the switch-on of its iconic festive lights each year.
To plan your visit and find out about upcoming events, head to www.regentstreetonline.com or follow @regentstreetw1 on social media
Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we’re building a sustainable economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential.
