Celebrate a summer of sport

11 July 2024

The Euros, Wimbledon, the Olympics… there’s no doubt about it, Summer 2024 is officially the summer of sport. Whether you like to partake in activities yourself, watch the games, shop sportswear or simply soak up the atmosphere, we’ve got everything you need to celebrate all things sport on Oxford Street.

Watch the games

There’s nothing more frustrating than meeting your friends to watch the football, tennis or athletics only to be turned away from a busy venue. Luckily, there are plenty of options to watch all major sporting events this summer on Oxford Street. First off, you can head straight to Grosvenor Square, the official team GB fanzone. There, you’ll be able to watch the Olympics on a giant screen, as well as enjoy drinks and food from the many street-food stalls. A short stroll away, you can partake in BST Hyde Park – the perfect destination for the whole family. There will be screenings of tennis matches of course, but also sporting activities such as training with Chelsea FC, Park Sports Tennis, Yoga and HIIT. If it’s football you’re keen on, you’ll be able to watch all Euros 2024 games at Market Halls and Boom Battle Bar.

Shop sportswear

If you live and breathe sport, chances are you’ll want to kit yourself out properly. Adidas is hosting several football themed activities for the Euros, including a pop-up with vintage shirts available from Classic Football Shirts, as well as an exhibit of football shirts designed by @thefootballgal. You’ll also be able to shop badges and keyrings to commemorate the tournament. You can shop the tenniscore trend at Reserved, with a collection of tennis-inspired pieces for both men and women, including polo shirts, pleated skirts and baseball caps. We also love the new ASICS Hay x Skyhand collection of retro-inspired trainers.

Join a running club

Nothing beats a good endorphin-inducing outdoor run in the centre of the capital. You guessed it, we’re talking about the ASICS run club. Every Wednesday and Friday at 6pm, beginner and experienced runners alike are invited to meet up in front of the store on Oxford Street, to then run a route round London’s landmarks. The sessions are led by LiRF qualified instructors from the FrontRunner community and are adapted to all levels. The sessions are capped at 30 runners to keep things intimate so make sure you book your spot. To make your running even more efficient, the team of experts in store can find the perfect running shoe for you using their Run Analyzer.

Play some friendly games

Off pitch/tennis court/racing track, it’s all about friendly competition isn’t it? You can ‘enter the battleground’ at Boom Battle Bar to compete in a game of augmented reality axe or dart throwing, shuffleboard, prosecco/beer pong or karaoke. Plus, between 6 July and 10 August, you can experience the Big Boom festival, during which DJs will be spinning all the biggest festival bangers. There will be plenty of giveaway opportunities too. And at Twist Museum, it’s all about having fun in rooms full of illusions that will make you question reality: no winners or losers here.

Treat yourself to some R&R

All this activity can be exhausting, so you should treat yourself to a bit of R&R to recover. Lush just so happens to offer a fantastic muscle recovery massage in its spa on Oxford Street. During the 70-minute treatment, a therapist will work on all your major muscles whilst your mind drifts away to the sounds of the sea, leaving you fully relaxed and rejuvenated. If you aren’t into massages, you can book a professional wash and blowdry for just £35 at Dyson. Rawr Beauty in Primark covers everything else, from manicures to threading and facials. Of course, you can relax in other ways. The Cinema at Selfridges is the perfect place to take a break and watch the latest movie releases.

Soak up the atmosphere

You don’t have to be a sports fan to enjoy the summer: there are plenty of non-sporting events to partake in on Oxford Street. Think the Underbelly Festival on Cavendish Square, which brings you the best of circus, cabaret, comedy and street food, the many rooftop terraces you can enjoy a drink or food at or the art gallery in the basement of FLANNELS.