With the Paris 2024 Olympics kicking off this weekend (July 26 – August 11), sporting fever continues to spread across the UK. There are plenty of West Midlands athletes in the French capital competing – and we’ll be supporting them all from the official Team GB fanzone at the Bullring. Oh, and Selfridges Birmingham is also getting in on the sporting action.
Throughout July and August, it’s transforming into a sports venue, Sportopia. You’ll find an unmissable 30ft climbing wall, weekly run clubs, a bespoke Team Selfridges sports kit and a sports-themed party for kids. Plus, Selfridges has collaborated with the local grassroots community, Active Inclusion, to create vibrant window displays
Selfridges Chief Creative, Laura Weir says: “Sportopia presents a universe of leisure and recreation, inspired in turn by major international sporting events, by local, grassroots sporting communities and by the fascinating culture of brand fandom. Selfridges’ unique approach to delivering special and unexpected retail experiences will inject some positive, active energy into our stores.”
What is happening at Sportopia?
Sportopia Social Climbers: The Climbing Wall Birmingham
For six weeks, from Thursday, July 25, visitors can scale the walls of Selfridges atrium. The 30ft climbing wall, run in partnership with Rock Up, will sit in the centre of the store. It’s bookable for groups of up to six at a time, managed by professional climbers, with a range of challenges during 45-minute sessions. Open to anyone over the age of four, tickets start from £9.50 here.
Sportopia Run Club
Join the first-ever Selfridges Birmingham run club in partnership with Better the Next Day for a 3k run around Birmingham City Centre. Created by Birmingham-based hybrid athlete, Jake Williamson, this is open to all looking to to get moving – with a sweet treat at the end of each session. Sportopia Run Club will take place every Thursday from July 11 to August 29 at 7pm, and you can book your spot here.
The Little Sportopia Party
On Friday, August 1 (9am-11am), families are invited to celebrate the launch of Sportopia at The Little Sportopia Party. Customers will be treated to live music, crafts and sporty games, plus complimentary sweet treats, refreshments and the chance to win a variety of prizes across Kids and Toys on Level 1. Tickets are £12 per child and adults can join for free. Get yours here.
Sportopia Product
Just looking to freshen up your look? Selfridges has sportswear obsessives now sorted. Head down to pick up something from the limited edition, commemorative Sportopia merch collection, which includes home and away kits, recycled frisbees and the accessory of the season – a foam finger.
To learn more about Sportopia at Selfridges head here.