Saucony Kicks Off London Flagship Launch With Thrilling ‘Beat the Bus’ Race Through The City
22 June 2025
Saucony have officially launched its first UK flagship store in Covent Garden with an action-packed and community-focused celebration.
The event brought together Saucony’s running lifestyle communities, influencers, media, and creatives to celebrate this milestone, perfectly embodying the brand’s Run as One mantra.
The highlight of the evening was the adrenaline-filled Beat the Bus challenge, where over 50 runners raced a Saucony-branded bus – complete with a live DJ performance from Keep Hush – past some of London’s most iconic landmarks, before crossing the finish line at Saucony’s new flagship store.
After completing the challenge, runners joined other attendees for a celebratory evening featuring live DJ sets, bespoke charm customisation stations and a community wall displaying snapshots of the event’s vibrant energy.
Designed for Community
Located at 4 James Street, Saucony’s flagship store draws inspiration from the river that inspired the brand’s name, featuring natural, flowing architectural elements and textural finishes designed to evoke Saucony’s heritage while creating a calming and welcoming environment.
The store is complete with three unique and innovative ceiling lights that not only represent boulders in the river but also create a dynamic atmosphere that shifts throughout the day.
More than just a retail space, the flagship serves as a cultural hub for London’s running lifestyle community. Its design prioritises connection and collaboration. The store features dedicated spaces for community events, an in-store coffee station, a community wall, and 100 lockers for runners to store their belongings, ensuring it is both functional and inspiring.
A packed calendar of events awaits, featuring community collaborations, training sessions, workshops, and group runs. Upcoming highlights include pre-event programming for the Saucony London 10K on 13th July and the Saucony Shoreditch 10K on 21st September.
