John Lewis has revamped its in-store sports concept, reorganizing its offerings by activity rather than by brand to simplify the shopping process for customers. The updated approach, first seen at the Oxford Street flagship store, aims to provide a more curated and inspiring environment for purchasing athletic wear and equipment.
The revamped space features dedicated zones for various sports, including running, training, yoga, hiking, and swimming. This allows shoppers to find all necessary items for their specific activity in one area. The collection includes a range of major brands such as Nike, Sweaty Betty, New Balance, Salomon, and Under Armour, alongside fitness technology from Garmin, Whoop, and Oura, and recovery tools like Therabody massage guns.
As part of the new concept, the Oxford Street store now offers complimentary gait analysis to help customers find the most suitable running shoes based on their individual stride. This service aims to add a specialist feel to the department store experience.
The store's selection emphasizes both performance and style, with activewear described as versatile enough for post-workout activities like meeting friends for coffee. The offerings include matching sets in soft, sculpting fabrics for Pilates, sleek monochrome outfits for gym sessions, trail-ready gear for walking, and stylish swimwear.
John Lewis has also introduced curated selections for specific activities. For running, options include lightweight, sweat-wicking jackets, supportive shorts, cushioned running shoes, pace-tracking fitness devices, and open-ear headphones for safety. The Pilates range features comfortable, sculpting co-ords, stylish cover-up layers, grip socks for studio work, and comfortable footwear for commuting. For walking, the selection offers mid-layers, moisture-wicking base layers, comfortable and weather-resistant hiking trousers, waterproof walking boots, and insulated water bottles.
Training gear includes supportive and sweat-wicking matching sets for strength training and HIIT, breathable seamless tops, versatile gym shoes, and compact massage guns for recovery. The swimming section provides comfortable, supportive swimwear, anti-fog goggles, hooded robes for post-swim warmth, quick-drying towels, and water-resistant swim bags.
This overhaul by John Lewis seeks to consolidate fitness shopping into a single, convenient, and visually appealing destination, catering to a wide spectrum of athletic pursuits from marathon training to casual gym classes.