Nike launches RunTown pop-up in former Microsoft unit on Oxford Circus

Nike, which shut its NikeTown flagship store on London’s Oxford Circus for a major refurbishment in January, has today launched a two-week RunTown pop-up in the former Microsoft "experience centre" opposite – which shut in February.

The 8,000 sq ft RunTown brand experience is taking over two floors of the temporary space until 28 April, and is home to Nike’s "pinnacle running innovations".

It also offers exclusive access to Nike’s "race hub" – located on the first floor and accessible to customers who are set to compete in an upcoming race, or simply for those who run regularly.

The race hub features a fuel bar "to power runners ahead of their upcoming miles" and a comfort zone, providing guests with access to recovery tools such Hyperice, as well as free treatments from Nike physios.

Nike’s "premium race day assortment" of running shoes is also available on the first floor, featuring ‘Alphafly 3’, ‘Vaporfly 4’, ‘Streakfly 2’ and ‘Zoomfly 6’.

The ground floor of RunTown has a footwear try-on lounge and product trialling area with treadmills. Product assortments include the recently introduced ‘Vomero 18’, Swift and Stride apparel, and accessories like Nike Vision.

Throughout the two-week residency there will be panel discussions with Nike athletes and coaches, alongside special guests.

Additional services in-store include a ‘Nike By You’ customisation area, with commemorative engraving on Nike footwear available, as well as a collaboration apparel collection with London run crew ‘You Wasn’t Der’.

After hosting RunTown in April, Nike will re-open at the same location as a temporary store in the summer until the reimagined NikeTown London flagship opens its doors in 2027.

The name of the temporary store will be Nike Oxford Circus, and it will feature products across football, running, training and sportswear for men, women and kids across three floors.