The label popular with sneaker connoisseurs will be exhibiting archive pieces from the 1950s to present day, alongside exclusive collaborations and collectors’ items dropping for the first time in Europe.
Saucony, the authentic running brand born in 1898, are proud to announce the opening of their first London store with a 4 week installation in celebration of their illustrious heritage and their fundamental place in running history. Launched ahead of the 2014 London Marathon, the exhibition and footwear store entitled ‘The Saucony Story of Running’ opens on Neal Street in London’s Seven Dials from the 20th of March 2014.
Originating from Saucony Creek in Pennsylvania, Saucony’s history in footwear saw the label producing boots for the first American astronaut to walk in space and creating military boots for the US Army in World War II, before creating the trainers Rod Dixon wore when he won the New York City marathon in 1983. From the creation of the first slip-lasted running shoe, to the introduction of their innovative ‘Grid’ technology and the EVA dual density midsole, Saucony have been producing innovative technical footwear for over a century and are intrinsic to the development of the modern training shoe.
For a limited time only, Saucony will now open the doors to a pop-up retail space in the heart of London’s Seven Dials. Alongside Saucony Originals and Saucony Performance footwear, the space will also feature an exhibition of much-coveted archive pieces dating from the 1950’s to the present day. The four week residency will also give European consumers their first chance to buy sought after collaboration pieces, as well as the opportunity for collectors to obtain limited edition archive artwork, with each featured piece being announced across Saucony Originals’ social media channels periodically throughout the store’s tenure.
Speaking on the opening of the store, Mark Ash, Saucony Originals Brand Manager EMEA said, “We are very proud to have the opportunity to really talk about the Saucony legacy, celebrating the brand’s authentic running past in the lead-up to the London Marathon and allowing us to connect with our passionate and dedicated collectors with special releases.”
The Neal Street store will mark the start of a year of highly anticipated activity for the innovative footwear brand, including a number of collaboration launches with key retailers across the globe to be announced soon.
Words: Shane Hawkins