Lace up your trainers and dust down your lycra … Selfridges Birmingham launches its sporting spectacle this summer. With events for all the family, Sportopia includes a 30ft climbing wall and weekly 3k run clubs, as well as a special merchandise collection.
Scale The Heights On The Climbing Wall
Open from July 25 until September 1, the 30ft wall in the Atrium has been designed by Rock Up to offer an adrenaline-filled experience inspired by Selfridges’ 100-year sporting legacy. Designed to foster personal growth and physical wellbeing, the wall is bookable for groups of up to six at a time, managed by professional climbers. You can take on challenges with friends by climbing the custom-designed wall in 45-minute sessions. Open to adults and children over the age of four, it’s open Monday-Saturday 10am-6pm; and Sunday 11am -5pm. Book here.
Hit Your Stride With Sportopia Run Club
Join the first ever Selfridges Birmingham run club in partnership with Better the Next Day for a 3k route around the city centre every Thursday from July 11 to August 29 at 7pm. Created by Birmingham-based hybrid athlete, Jake Williamson, the community aims to provide a safe space for anyone who wants to get moving. The runs are free to join, and Selfridges Unlocked Keyholders will receive a gift bag at the end of each session.
All The Fun Of The Little Sportopia Party
Little sports fans can join in the fun across the Kids and Toys departments on August 1. There’s live music, crafts and games, as well as complimentary sweet treats, refreshments and the chance to win a variety of prizes. Tickets are £12 per child and adults can join for free. Secure your place here.
Step Up Your Game With Exclusive Merch
Selfridges’ summer series showcases league-topping collaborations, standout sportswear from legendary brands and Sportopia home and away kits, alongside T-shirts, caps, sweatshirts and collectable pin badges. And yes, you can even get your hands on an iconic foam finger.
All items are available in-store. For information and opening times, click here. Plus, you can read our sports trend edit here.
A Legacy of Sporting Spectacle
Selfridges has been entertaining shoppers with sporting experiences since the 1920s, when a swimming pool, ice rink and even a shooting range appeared on the roof of its famous London store. More recently, in 2017 a roof-top Crazy Golf Course created with Bompas & Parr featured Seven Wonders of London while a year later, creative and muse Michele Lamy opened an in-store boxing club. This year’s Sportopia continues that tradition with a vibrant celebration of sport at Selfridges Birmingham, where style meets athleticism.
