As women’s sport continues its well-deserved rise in visibility and momentum, a brand-new experience is arriving in the heart of London to celebrate, support and supercharge that movement. SOOO (Style Of Our Own) is an immersive pop-up store set to take over Regent Street this summer.

Brainchild of Laura Youngson , founder of football boot brand IDA Sports, is a vibrant hub for women’s sport, bringing together high-performance gear, independent brands, live events and community energy under one roof. And, at the heart of SOOO’s mission is a commitment to changing the game for women in sport — not just by putting female athletes in the spotlight, but by giving them access to the tools and equipment they deserve. That means comfortable, high-performing gear designed specifically for

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