Shopping

On our radar: Where to shop for activewear in Fitzrovia​, London

activewear shops
activewear shops

Activewear has become part of everyday dressing, extending beyond gyms and studios. Central London areas such as Fitzrovia offer access to sportswear that suits both training and daily movement through the city. This article focuses on activewear boutiques Fitzrovia shoppers commonly visit for gym wear, running gear, and lifestyle sportswear. From large-format sports retailers to brand-led flagship stores, the list below helps identify where to shop for fitness clothing in Central London.

Sports Direct

  • Address: 150/154 Oxford St, London W1D 1ND, United Kingdom
  • Opening hours:
     Monday–Saturday: 09:00–21:00
     Saturday: 9:30-21:00 | Sunday: 12:00–18:30
  • Price: Sportswear items typically start from £15
  • Best for: Budget-friendly gym wear, everyday sportswear, wide brand selection

As one of the largest sportswear retailers in the UK, Sports Direct offers a broad selection of activewear under one roof. The Oxford Street branch stocks gym wear, running essentials, and lifestyle sportswear from multiple brands, making it practical for quick, all-in-one shopping. While the focus is on range rather than boutique styling, it suits those looking for accessible workout clothes near Fitzrovia without premium pricing or specialist focus.

Office

  • Address: 190 Oxford St, London W1D 1NR, United Kingdom
  • Opening hours:
     Monday–Friday: 10:00–21:00
     Saturday: 9:00-21:00 | Sunday: 11:00–19:00
  • Price: Trainers typically start from £70
  • Best for: Fashion-led trainers, everyday active footwear, casual sports style

Office sits at the intersection of fashion and function, with a strong focus on trainers suited to everyday wear rather than technical training. The Oxford Street store carries popular athletic-inspired footwear from global brands, making it useful for those building an active wardrobe that transitions easily from workouts to daily city life. It’s best suited to shoppers looking for sportswear styling near Fitzrovia rather than performance-focused gym wear.

 

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JD Sports

  • Address: 197–203 Oxford St, London W1D 2LE, United Kingdom
  • Opening hours:
     Monday–Saturday: 09:00–21:00
     Sunday: 11:00–19:00
  • Price: Sportswear and trainers typically start from £60
  • Best for: Trend-led sports fashion, branded trainers, casual activewear
  • Distance to Fitzrovia Quarter: 0.7 miles

JD Sports focuses on contemporary sportswear that blends performance basics with street-led style. The Oxford Street store carries a wide range of gym wear, trainers, and athletic clothing from major brands, making it suitable for both workouts and everyday wear. The emphasis is on trend-driven sports fashion rather than specialist equipment, which suits shoppers looking for up-to-date fitness clothing near Fitzrovia without committing to niche performance gear.

Originals Flagship Store London

  • Address: 8 Foubert’s Pl, Carnaby, London W1F 7PD, United Kingdom
  • Opening hours:
     Monday–Saturday: 10:00–20:00
     Sunday: 12:00–18:00
  • Price: Apparel and footwear typically start from £70
  • Best for: Lifestyle sportswear, retro-inspired activewear, street-style looks
  • Distance to Fitzrovia Quarter: 0.2 miles

Heritage-led sports fashion defines the focus of this Carnaby-based flagship. Originals Flagship Store London centres on lifestyle activewear influenced by classic athletic design rather than performance training. The product range highlights retro silhouettes, bold branding, and everyday wearability. This store suits shoppers looking for sportswear that functions as casual fashion as much as it does for light activity.

Lillywhites

When the goal is practicality rather than trend-hunting, Lillywhites remains a reliable choice. The store carries a wide mix of running gear, training essentials, and multi-sport clothing, making it easy to compare options in one visit. Pieces here prioritise comfort, durability, and everyday performance over fashion-led design. Located on Regent Street, it suits shoppers who want straightforward fitness apparel near Fitzrovia without navigating smaller, specialist boutiques.

On Flagship Store London Regent Street

  • Address: 169–173 Regent St, London W1B 4JF, United Kingdom
  • Opening hours:
     Monday–Saturday: 10:00–20:00
     Sunday: 12:00–18:00
  • Price: Footwear typically starts from £140
  • Best for: Running shoes, performance-led activewear, gait-focused fittings
  • Distance to Fitzrovia Quarter: 0.2 miles

On’s Regent Street flagship is built with runners in mind, not just shoppers browsing for style. The store highlights lightweight trainers and streamlined activewear designed for comfort and movement, especially for road running and everyday training. Staff are knowledgeable about fit and cushioning, making it helpful for those choosing performance gear rather than fashion-led sportswear. Its close proximity to Fitzrovia also makes it easy to combine a visit with other shopping or wellness stops nearby.

The Soccer Archive

  • Address: 24 Great Windmill St, London W1D 7LG, United Kingdom
  • Opening hours:
     Monday–Saturday: 11:00–19:00
     Sunday: 12:00–18:00
  • Price: Apparel typically starts from £50
  • Best for: Football-inspired streetwear, vintage kits, lifestyle sports fashion
  • Distance to Fitzrovia Quarter: Approximately 0.5 miles

This is the kind of place that appeals to football fans even when they’re not heading to a match. The Soccer Archive leans into football culture through relaxed, wearable pieces rather than performance kits. Think retro-style jerseys, training tops, and everyday layers that work just as well off the pitch. Its location near Soho and Fitzrovia makes it an easy stop for anyone drawn to sportswear with personality, not just gym function.

Snow + Rock

  • Address: 4 Mercer St, London WC2H 9QB, United Kingdom
  • Opening hours:
     Monday–Saturday: 10:00–19:00
     Sunday: 12:00–18:00
  • Price: Outdoor and activewear items typically start from £60
  • Best for: Outdoor fitness clothing, technical layers, active travel gear
  • Distance to Fitzrovia Quarter: 0.9 miles

Snow + Rock is a practical stop for those who take outdoor movement seriously. The store specialises in technical activewear designed for running, hiking, and all-weather training rather than gym-only use. Expect breathable layers, weather-ready jackets, and performance footwear built for durability and comfort. Its Mercer Street location makes it a solid option for shoppers near Fitzrovia looking to invest in functional sportswear that holds up beyond indoor workouts.

 

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Nike Town

  • Address: 236 Oxford St, London W1C 1DE, United Kingdom
  • Opening hours:
     Monday–Saturday: 11:00–19:00
     Sunday: 12:00–18:00
  • Price: Apparel typically starts from £50
  • Best for: Football-inspired streetwear, vintage kits, lifestyle sports fashion
  • Distance to Fitzrovia Quarter: 0.4 mile

Nike Town is often the go-to when one stop needs to cover many needs. The Oxford Street flagship carries a wide mix of gym wear, running shoes, and everyday athletic clothing, making it easy to browse across training styles in one visit. Collections range from performance-led pieces to more relaxed activewear for daily movement. Its size and central location make it especially practical for shoppers near Fitzrovia who want choice and familiarity without overthinking the purchase. If you’d like to explore related options beyond this list, take a look at sports stores Central London for a broader view of activewear and sports shopping.