SPORTSHOWROOM UK: Know what you wear.

Discover the extensive SPORTSHOWROOM catalogue, filled with iconic sports shoes from the past, present and future. A carefully curated selection, it aims to inspire through unforgettable stories of groundbreaking technologies and stunning silhouettes, as well as the ambitious designers and innovative brands behind them, and the remarkable athletes who have worn them. Uncover the rich heritage at the intersection of sport, fashion and sneaker culture to know what you wear and become part of this incredible history.

The story of modern sneaker culture can be traced back over one hundred years to 1898, when Saucony was established in Pennsylvania, United States. Within a decade, New Balance and Converse had both been founded in Massachusetts and Mizuno set up in Osaka, Japan. Another important era for sports shoes came between 1947 and 1949, when no less than four companies were created. In France, François Salomon launched his eponymous brand, in Germany, the Dassler brothers became great rivals, starting PUMA and adidas side-by-side, and in Kobe, Japan, ASICS released its first products under the name of its founder, Onitsuka. A decade later, in England, Jeff and Joe Foster, whose grandfather’s self-named company was already renowned for its athletic shoes, formed Reebok, and in 1964, Phil Knight and Bill Bowerman co-founded Blue Ribbon Sports, which became Nike in 1971. Meanwhile, in 1966, Vans emerged from the laid-back surf culture of California, and two decades later, Nike launched the first Jordan shoes, eventually leading to the Jordan Brand sub-label in 1997. Even more recent is innovative Swiss company On, which has grown quickly since emerging in 2010.

Although these brands all produce high-quality sportswear, many of their most well-known silhouettes have been adopted as beloved lifestyle sneakers. This fusion of sports and fashion was initially sparked by inspirational athletes but grew through memorable appearances in film and television as well as endorsements from music stars. Enthusiasts began collecting sneakers, and eventually sports brands collaborated with renowned labels and designers to craft unique versions of fan-favourite models. Elite athletes, talented artists and popular musicians were also enlisted as creative partners, with collaborative shoes offering a powerful canvas for storytelling.

Collaborations became an integral part of sports and fashion culture, leading to the emergence of sneaker boutiques. Pioneering stores like Tokyo’s atmos and Stockholm’s Sneakersnstuff competed with larger retailers by stocking curated collections of unique colourways to draw in sneaker enthusiasts. In the United Kingdom, Offspring was one of the first boutiques, setting up in central London in 1996. Several years later, Footpatrol was established in Soho, and influential designer Rei Kawakubo co-founded Dover Street Market in Mayfair, merging high fashion with cultural touchpoints from art, streetwear and design. The concept expanded across the country, with Newcastle’s END. Clothing and Liverpool’s Sevenstore becoming go-to destinations for sought-after sneakers. Top footwear brands realised the power of these boutiques early on, leading to renowned partnerships, exclusive colourways and unique collaborations, which are a huge part of the modern fashion landscape.

Today, sneaker culture is thriving. Retro releases, exhilarating collaborations and cutting-edge performance silhouettes come out all the time, contributing to a rich landscape with over one hundred years of history as its foundation. Amongst this avalanche of information, it can be hard to find the sports shoes that you want and need. Fortunately, our shoe finder features thoughtfully selected silhouettes and carefully researched stories that can empower you to uncover the next inspirational design with which to master your athletic pursuits or express your own unique style.

Delve into our archive to learn about the people and stories behind your favourite retro silhouettes, access our guides to reveal the cutting-edge technologies powering your most trusted athletic trainers and let SPORTSHOWROOM UK become your go-to location for discovering everything you need to know about modern sports shoes and sportstyle sneakers.