New London Marathon store opens its doors

Sweatshop-managed outlet spans two floors with inclusive running club to be unveiled in February

London Marathon store

Marketed as the ultimate celebration of the record-breaking London Marathon and a one-stop shop for every runner’s needs, the new London Marathon store has opened in the heart of the capital.

Spanning two floors and 3000 square feet, the new outlet is located on Norton Folgate, near London’s Liverpool Street Station and Spitalfields Market, and replaces the original London Marathon shop in Covent Garden.

Designed and managed by retailer Sweatshop, which was established by London Marathon co-founder Chris Brasher in 1971, the store boasts race memorabilia along with technical running products in the hope of providing a space which will take visitors on a journey along the race’s route, its historic landmarks, its greatest sporting moments and the elite athletes and enthusiastic individuals who have taken part during the event’s 33 years while they shop.

A wall covered in London medals, iconic images of famous race runners, a course map and street signs for roads on the marathon route are among the items on display, while an inclusive running club with changing facilities on the lower ground floor is due to be unveiled in late February.

The 2014 race takes place on April 13, with Mo Farah among those who will be taking on the 26.2 mile course as he makes his debut over the distance.

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