Nike launches RunTown pop-up amid London flagship refurb
Nike has unveiled a new immersive running-focused pop-up experience in London, as it prepares for a major revamp of its Oxford Circus flagship store.
Nike has unveiled a new immersive running-focused pop-up experience in London, as it prepares for a major revamp of its Oxford Circus flagship store.
Dubbed RunTown, the sportswear giant‘s temporary concept store opened its doors today (17 April) at 253-259 Regent Street and will run until April 28.
Following this activation the location, which was formerly Microsoft’s Oxford Street flagship, will continue to operate as a Nike store until the sport titan’s flagship refurbishment is completed in 2027.
The name of this temporary store will be Nike Oxford Circus, and it will feature running, football, training and sportswear ranges for men, women, and kids across 3 floors.
Designed “by runners, for runners”, RunTown offers Nike’s latest performance innovations and exclusive services aimed at helping London’s running community gear up for race season.
Spread over two floors, RunTown features product trial zones, a Nike race hub, panel talks with athletes and coaches, and free physio sessions.
The ground floor offers a footwear try-on lounge with treadmills, allowing runners to test products including the new Vomero 18, Swift and Stride apparel, and accessories from the brand’s Vision range.
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Upstairs, access to the race hub is reserved for customers preparing for upcoming races or visiting the store as part of their run. Here, Nike showcases its premium race-day footwear such as the Alphafly 3 and Vaporfly 4, alongside recovery tools and 1-1 physio treatments provided free of charge.
The space also includes a “fuel bar” and a “comfort zone”, as well as custom poster-making stations to support race-day spectators. Throughout its two-week residency, RunTown will host talks, shakeout runs and special events with Nike athletes and London run crews.
The brand has also teamed up with local collective You Wasn’t Der for an exclusive apparel collaboration and is offering personalised services including engraving on select Nike footwear.
The sporting giant said that following the closure of RunTown at the end of April, the location will be rebranded as Nike Oxford Circus – a temporary store that will operate until NikeTown London’s full refurbishment is completed in 2027.
The interim space will span three floors and stock the retailer’s running, football, training and sportswear across men’s, women’s and kids’ categories.
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