This summer, enthusiasts of women’s sports have the opportunity to explore a groundbreaking new center for both fans and athletes, located in the center of the capital. Style Of Our Own (SOOO) London – the first of its kind store on Regent Street – started welcoming visitors on 5 June. Designed with fans in mind, SOOO London serves as a venue to shop, cheer, and participate in the major events of the sports calendar. For players and advocates of women’s sports, this is the place we have been anticipating.
For far too long, women in sports have been overlooked and made to feel thankful for the scraps. SOOO London turns this viewpoint around. By uniting over 20 businesses led by women, the goal is to finally meet the unaddressed demands of athletes and supporters. Supported by Mastercard and established by Laura Youngson of Ida Sports – a sporting brand that produces football boots tailored specifically for women – this initiative seeks to honor the narratives, style, and influence of the most significant figures in women’s sports, all while striving to break down the obstacles that have historically sidelined them.
“This is the summer of women’s sports in the UK,” remarks Charlie Carrington, senior vice-president of marketing and communications at Mastercard. “From the Euros to the Rugby World Cup, fans are rallying to support their beloved teams and feeling inspired to hit the field.”
Though 2023 remains the peak for women’s sports viewership in the UK – unsurprisingly, considering it was a World Cup year – 2024 also showed strong numbers, being the most viewed year for women’s domestic sports in the UK, with 44.7 million viewers engaging. The triumph of the Lionesses may have ignited a new wave of passion, but the surge in interest spans from football to rugby, netball to golf, and everything in between.
At SOOO London, you can experience every crucial moment this summer with screenings that cultivate a sense of community – and the atmosphere is already alive. In June, the Eurobasket viewing event for Team GB women, organized by Sneaker Sisterhood, saw 200 free tickets claimed in just 48 hours, and SupportHers Collective hosted an exciting screening of the Lionesses versus Jamaica for female and non-binary audiences.
The schedule for SOOO events is filled to the brim. In June, Maggie Murphy produced the first live episode of her podcast Expected Goals, followed by a panel discussion featuring Brighton & Hove Albion player Fran Kirby, and young tennis enthusiasts had the chance to ask the iconic Billie Jean King questions. At the close of July, She’s a Baller partnered with Mastercard to hold Everyone’s Game – an event that encouraged fans to try out new sports, complete with a station to customize sports equipment.
At SOOO, you can gather your entire sports kit all in one location, from women-specific football boots to the latest Lionesses jerseys, stylish lifting gear to activewear, sports bras to menstruation underwear. There’s even a spot for your caffeine needs, with Fair Shot CIO – a charity that supports adults with learning disabilities – operating a pop-up coffee shop within the store.
Developed with the backing of Westminster city council and The Crown Estate, SOOO London was chosen from over 1,000 contenders as part of the Meanwhile On initiative, with funding and relief on business rates provided by the council, while Mastercard offered assistance with the setup and marketing to turn this vision into reality.
“This space enables small businesses to flourish,” states Carrington. “It offers fans a venue to discover their community and facilitates an easier experience for women to engage in the sports they adore with equipment specifically crafted for them.”
You can visit SOOO London located at 245 Regents Street, open until October
