10 Best Sportswear Stores in London

Puma Flagship is a large retail destination for Puma athletic shoes, clothing, backpacks and accessories. The store offers a broad selection across several floors, with space dedicated to Formula 1 and football alongside opportunities to personalise selected purchases, making it useful for sportswear shoppers seeking choice and brand-focused experiences.

The Soccer Archive is a London football-shirt shop focused on kits, memorabilia and football-related gear. Its in-store selection has included more than 300 items, rare shirts and physical nostalgia from European clubs, while staff bring detailed knowledge and a personal, unpressured approach to helping visitors find something distinctive.

Ellis Brigham’s Covent Garden store sells outdoor clothing and equipment for skiing, snowboarding, climbing and camping. The shop is particularly suited to customers who need help refining footwear fit: its team uses digital foot measurement, offers fitting appointments and can arrange equipment from another store when a required size is not available.

The Armoury is a large Arsenal merchandise shop selling current kits, souvenirs, children’s items and gifts. It suits Arsenal supporters and shoppers looking for club clothing or memorabilia, with jersey custom printing and stadium-tour bookings adding to the visit. Friendly staff provide help with sizing and merchandise selection.

Tottenham Experience - Spurs Shop is a large sports shop selling official Tottenham Hotspur kits, leisurewear and souvenirs. It suits supporters seeking a broad range of team merchandise, from shirts and other clothing to cups, balls and keychains. The spacious, modern store also offers an in-person shopping experience beyond browsing online.

Rapha London is a minimalist cycling shop and coffeehouse combining cycling apparel with coffee, artwork and live-race screenings. It suits cyclists shopping for clothing and accessories, as well as visitors who want a spacious café setting while following cycling. The store also hosts race viewing, including Tour de France screenings.

Classic Football Shirts London combines a football-shirt shop with a bar and café area. It suits collectors, supporters and visitors who want to browse a broad selection of distinctive jerseys while having drinks, snacks or a game of FIFA. The London store is described as larger than the Manchester branch, with more choice and space to explore.

On Store London Brompton Road is a sportswear shop offering in-store shopping for On footwear and apparel. Staff provide personalised guidance on differences in shoe materials, comfort and styles, helping visitors compare options without pressure. The shop suits first-time buyers, families and runners looking for advice, with published opening hours of 10am to 9pm Monday to Saturday and noon to 6pm Sunday.

West Ham United Stadium Store sells official club clothing, kits, training wear, accessories, gifts and souvenirs. Its range includes home, away, third and goalkeeper kits, player merchandise, New Balance training wear, junior and infant collections, London-themed items and limited collections. The stadium store is also the starting point for stadium tours, while online delivery is available.

NBA Store London is a sportswear shop selling licensed NBA merchandise, with men’s and women’s clothing, accessories and delivery available. It suits basketball fans looking for jerseys, retro gear, WNBA merchandise, memorabilia or gifts. Staff can help with selections and have produced or customised jerseys and hats, while the store also includes basketball displays and a mini-hoop.