What: Head Sportswear has opened a men’s tennis pop-up shop at Selfridges as part of the retailer’s Sportopia summer takeover.

Why it is important: This initiative highlights the collaboration between prominent sportswear brands and major retailers to offer immersive and innovative shopping experiences, attracting both sports enthusiasts and fashion-forward consumers.

Head Sportswear has launched a men’s tennis pop-up shop at Selfridges, aligning with the retailer’s Sportopia takeover for the summer. The pop-up showcases Head’s fashion-focused sportswear collection, featuring vintage-inspired designs and performance apparel. The collection includes moisture-wicking fabrics, UV protection, and ergonomic designs for on-court wear, alongside off-court styles such as sweatshirts and hoodies. The pop-up runs until July 20, coinciding with the Wimbledon tournament. Selfridges’ Sportopia takeover also includes collaborations with brands like Lacoste, Champion, Nike, Omega, and David Beckham, offering immersive experiences such as a rooftop Wimbledon viewing area, sports bar, and climbing wall. The initiative, inspired by major sporting events and local sports communities, aims to celebrate sports culture and brand fandom.4o

Head Sportswear opens men’s pop-up, part of Selfridges’ Sportopia takeover