What Is Nike RunTown?
RunTown is Nike’s latest brand experience designed to elevate the running lifestyle in London. Across two immersive floors, the pop-up offers Nike’s latest running innovations, including try-on lounges, product trial zones with treadmills, and a premium Nike Race Hub experience for dedicated athletes.

Ground Floor: Footwear Lounge + Product Testing
The ground level of RunTown is open to all athletes and visitors. Guests can explore:

The newly released Nike Vomero 18

Swift & Stride apparel collections

Running accessories including Nike Vision eyewear

This space includes a footwear testing area with treadmills, letting runners experience performance shoes in real time.

First Floor: Nike Race Hub for London Runners
Upstairs, the Nike Race Hub is reserved for:

Runners training for upcoming races

Regular runners visiting before or after a run

Athletes looking to test elite Nike race-day gear

Expect to find Nike’s top-tier race lineup:

Alphafly 3

Vaporfly 4

Streakfly 2

Zoomfly 6

Recovery, Services, and Customization
The Nike Race Hub also features:

A Fuel Bar to energize runners

Recovery Zone with tools from Hyperice

Free 1-on-1 treatments from Nike physiotherapists

Runners can also personalize their gear with Nike By You customization services — including engraving on footwear and access to a limited-edition collab with London run crew You Wasn’t Der.

Events, Talks & Creative Programming
During the pop-up’s two-week run, visitors can attend:

Running panels with Nike athletes & coaches

A custom cheer zone poster studio

Guest speaker sessions and creative moments

This makes RunTown one of the most dynamic running events in London this spring.

What’s Next for the Space?
Following RunTown, the location will re-open in Summer 2025 as a temporary Nike Oxford Circus store — a three-floor space dedicated to Nike Running, Football, Training, and Sportswear for men, women, and kids.

This location will serve as Nike’s retail hub while the new NikeTown London flagship is under construction, set to open in 2027.

Address: Nike Oxford Circus
253–259 Regent Street, London, W1B 2ER

RunTown Opening Hours:
April 17: 1:00–8:00 PM

April 18–19: 12:00–8:00 PM

April 20: Closed

April 21–26: 12:00–8:00 PM

April 27: 12:00–6:00 PM

April 28: 8:00 AM–8:00 PM

Discover More
Want to explore the full Nike RunTown programme in London?
Click here for full schedule and event details.

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Nike and SKIMS have just dropped a bombshell in the world of fashion and fitness, introducing NikeSkims, a groundbreaking collaboration that promises to redefine the landscape of women’s activewear. This new brand, a fusion of Nike’s sporting legacy and SKIMS’ expertise in shaping and body-positive design, is set to launch its first collection in spring 2025, with global expansion slated for 2026.

Nike’s CEO Elliott Hill has been on a mission to rejuvenate the company’s brand image, and what better way to achieve that than by teaming up with one of the most influential figures in fashion? Kim Kardashian, the mastermind behind SKIMS, brings her unmatched social media power, fashion sensibility, and body-positive ethos to this ambitious venture. Nike’s latest move is part of its larger strategy to focus on women’s activewear, a category where it has historically lagged behind competitors like Lululemon and Alo Yoga.

NikeSkims isn’t just a fleeting collaboration; it’s a new, long-term brand designed to merge Nike’s sports science and performance-driven design with SKIMS’ obsession with the female form. The result? Activewear that’s as functional as it is flattering. With a promise to “sculpt and perform for everybody,” the brand intends to revolutionise the way women approach fitness clothing, offering apparel, footwear, and accessories that cater to a wide range of body types.

Kim Kardashian has been vocal about the brand’s ethos, stating that every detail has been “obsessed over” to ensure a perfect fit for all women. The collaboration draws from SKIMS’ celebrated inclusivity, offering an extensive size range and shades for every skin tone, something that has become a cornerstone of the SKIMS identity since its 2019 launch.

SKIMS, valued at a staggering $4 billion, has proven its ability to disrupt the shapewear industry, creating a cult following and capturing a wide consumer base. The brand has already made waves in the sports world, dressing Team USA for the Olympics and securing a partnership with the NBA, WNBA, and USA Basketball in 2024. Now, with Nike’s backing, SKIMS is set to transition from shapewear to high-performance sportswear in a more serious way.

This partnership not only strengthens SKIMS’ position in the sportswear market but also allows Nike to tap into the growing demand for stylish and comfortable activewear. Experts agree that while Nike gains from SKIMS’ brand equity and massive following, SKIMS, in turn, benefits from the credibility and innovation that Nike brings to the table.

The NikeSkims collaboration is not just about fashion; it’s about empowering women to feel strong, confident, and sexy while engaging in physical activity. As Heidi O’Neill, president of consumer, product and brand at Nike, put it, the partnership aims to “invite even more athletes into sport and movement.” This is Nike’s way of catering to the next generation of women who are redefining what it means to be both athletic and fashionable.

While full details of the collection remain under wraps, we can expect a seamless blend of SKIMS’ minimalist aesthetic and Nike’s technical prowess. One thing is for sure NikeSkims is set to be a game-changer. The collaboration is bound to make waves not only in the world of fashion but in the fitness industry as a whole, offering women a stylish and functional alternative to traditional activewear brands.

As we await the official launch of NikeSkims in 2025, one thing is certain: this collaboration will undoubtedly disrupt the market and offer a new vision for women’s fitness fashion. If Kim Kardashian and Nike have anything to say about it, the future of activewear is bright, inclusive, and incredibly stylish.

Words By Claire Gaura 

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February got off to a flying start with Nike’s unveiling of their latest design; the Nike Go FlyEase. Just like the rest of the internet, we’re definitely excited about it. 

You might have seen the buzz about the new release on your socials already, which is no surprise considering that not only is the shoe aesthetically pleasing, but there’s also a great concept behind it. 

Nike first released their FlyEase range back in 2015 following a letter from Matthew Walzer, who has cerebral palsy. Matthew Walzer (@ matthewwalzer24), who was 16 at the time, contacted Nike about the need for an accessible shoe design that would be helpful to those who struggle with shoelaces. On February first, Nike introduced their first-ever hands-free trainer; the Nike Go FlyEase.

Taking to Twitter to express his feelings about the latest release, Matthew Walzer wrote about his love of seeing how far the FlyEase line had come since he first wrote his letter; 

‘#DisabledLivesMatter The Flyease is for people of all abilities. Remarkable that one letter almost nine years ago continues to bring about so much change.’ 

Matthew Walzer

The Nike Go FlyEase is designed for adaptive athletes but is beneficial to anyone from all walks of life. From people who may struggle with the idea of getting ready for a run in the morning (we know the feeling) to frontline key workers who are in a rush to those with simply too much to carry who are in need of a more practical, sleeker design. Nike has always strived to create designs that are appealing and inspiring to all athletes (and as Nike pointed out – if you have a body, you arean athlete), and this may be their most inspirational design to date.

From the release video, we can see that the silhouette is set to be coming out in three different colourways; White, Celestine Blue, and Volt; Black, Turquoise, and Crimson; and finally, an all-black with a simple bright blue streak. 

Nike revealed that the shoe is made using ‘a patent-pending bi-stable hinge and midsole tensioner that allow for hands-free entry’. This design allows for the shoe to remain both securely open and closed when in or out of use. In a video that interviews the team responsible for the Nike Go FlyEase design, we can see some of the work and calculations that went into designing the shoe – and let’s just say it involved an awful lot of maths. 

This latest release from Nike is doing everything right. The design is sleek, smart, attractive, and most importantly, made with every customer in mind. 

If like us, you’re already getting your calendar ready to mark in the release date, then don’t worry – the Nike Go FlyEase is said to be widely available later this year! We can certainly add this to the list of good things that 2021 has brought us, with a big thank you to Nike and to Matthew Walzer for their letter back in 2015. Here’s to 2021 being a year of continuing the fashion industry’s effort to create better and more accessible designs for everybody.

Words by Megan Selway

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