Head Opens Men’s Sportswear Pop-up, Part of Selfridges’ Sportopia Takeover

LONDON — Head has launched a menswear pop-up shop with a fashion edge at Selfridges , part of the retailer’s Sportopia takeover that opened Monday and runs throughout the summer months.

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Head has opened the Selfridges shop to showcase its fashion-focused sportswear collection as it expands its global distribution in clothing. The company is best known for its tennis racquets, which are used by players and brand ambassadors including Novak Djokovic, Taylor Fritz , Matteo Berrettini and Coco Gauff.

The Head Sportswear summer collection has a vintage edge, and mixes technical fabrics in colors such as yellow, navy, white and sweatshirt gray with details such as piping and tie dye.

Performance apparel includes moisture-wicking fabrics, UV protection and ergonomic designs, while off-court styles feature sweatshirts, warm-up jackets, hoodies and sweatpants.

“We are incredibly excited to launch our men’s collection at Selfridges during Wimbledon in such a sport-focused area,” said Roman Stepek, global vice president of Head Sportswear. The Wimbledon tournament began Monday and runs through July 14.

“Our partnership with Selfridges allows us to reach a broader international audience and offer tennis enthusiasts and fashion-forward individuals an opportunity to experience the best of our sportswear,” he added.

The pop-up will run until July 20.

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For Sportopia, Selfridges has collaborated with a series of brands, including Lacoste, Champion, Nike, Omega and David Beckham to create immersive experiences in-store. There is a 40-foot climbing wall and sports bar in addition to tennis and swimming experiences.

Destinations include a rooftop viewing area for Wimbledon matches, Le Club Lacoste restaurant, and, from mid-July, a Corner Shop takeover by Omega with an immersive swimming pool concept.

Champion has created a sports bar downstairs, while chess boards, table football and arcade sports games have been set up around the store.

Selfridges’ creative director Laura Weir said the takeover was inspired by the major sporting events of the year; local grassroots sporting communities, and “the fascinating culture of brand fandom.”

For the windows on Orchard and Duke Streets, the retailer has worked with the artists Corbin Shaw and Anna Lomax to create site-specific, sports-inspired works. Lomax has created three sculptures that respond to the brief of “celebration.”

The store has also worked with Emily Pugh on windows, and to create bespoke Sportopia flags for the central atrium of the London store.

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