SportsShoes.com says it is the first online running retailer to stock London’s Puresport, expanding beyond footwear and apparel into science-backed nutrition as part of a broader community-driven retail strategy.
UK online running platform SportsShoes.com has announced a distribution partnership with British performance nutrition brand Puresport, in what it claims is the first such deal between an online running specialist and the London-based company. The initial product range available through the SportsShoes.com website covers hydration, fueling and recovery, including ultra electrolytes, energy gels and creatine.
The partnership extends beyond product listing to joint activation.
SportsShoes.com delivered more than 100 events in the past 12 months — among them parkrun partnerships, RunThrough UK events, the Kendal Mountain Festival and a presence at nine marathons including London, Berlin, Amsterdam, Boston, New York and Osaka. Puresport claims a comparable level of community activity. The alignment in audience profile and geographic reach is central to how both companies are framing the deal publicly.
Founded in 1982 and headquartered in Bradford, England, SportsShoes.com serves customers across the UK, Europe and Scandinavia, carrying more than 15,000 products from 150 running and outdoor brands including Asics, Nike, Adidas, Hoka, New Balance, Brooks, Salomon, Montane, Rab and Patagonia. The company reported annual turnover of £93.3 million (approximately €109.2 million) and runs athlete ambassador programmes including the M11 track club and a Nike Athletes in Residence programme.
