SPORTSHOWROOM UK: Know what you wear, and become part of history

Discover our extensive catalogue of 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 even 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. Within a decade, New Balance and Converse had both been founded in Massachusetts, United States, 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 founded. 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. 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, giving rise to the term ‘sneakerhead’ in the late 1980s, and eventually sports brands collaborated with renowned labels and designers to craft unique versions of fan-favourite silhouettes. 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 sneakerheads. 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, Manchester’s KershKicks and Liverpool’s Sevenstore all becoming go-to destinations for sought-after sneakers. Footwear brands realised the power of the boutiques and began partnering with them on exclusive colourways and collaborations, which are a huge part of the modern fashion landscape.

Today, sneaker culture is thriving. Retro releases, exhilarating collaborations and brand new 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 catalogue features thoughtfully selected silhouettes and carefully researched stories to help you keep on top of everything.

Delve into our sneaker Archive to discover the inspirations behind your most treasured retro silhouettes, access our guides to see the cutting-edge technologies powering your favourite sports shoes, or learn about upcoming releases in our news section. With such a wide range of options, SPORTSHOWROOM UK is your go-to location for all the top sports shoes and modern sportstyle sneakers.