SportsShoes.com is believed to be the first online running shoes, running clothing and outdoor gear retailer to enter into a partnership. It will stock fast growing UK performance nutrition brand Puresport.
The new partnership sees a selection of Puresport’s science-backed products available on the £93.3m turnover retailer’s website.
London-headquartered Puresport creates performance nutrition products designed to support active consumers across hydration, fuelling and recovery.
Established in 1982, Bradford-based SportsShoes.com offers customers in the UK, Europe and Scandinavia more than 15,000 products from 150 global running and outdoor brands.
From a running perspective these include Asics, Nike, Adidas, Hoka, New Balance and Brooks. In terms of outdoor they include Salomon, Montane, Rab and Patagonia.
The initial range available through SportsShoes.com includes products such as ultra electrolytes, energy gels and creatine.
The partnership will also see SportsShoes.com promote Puresport at its activation events as part of its commitment to being the most physically present digital retailer in its space. As a result, the retailer delivered more than 100 activation events over a 12-month period both in the UK and internationally.
These included Nike Test and Trial initiatives, Parkrun, RunThrough UK events, Kendal Mountain Festival and activations at nine marathons. The marathons included London, Berlin, Amsterdam, Boston, New York and Osaka.
Commenting on the partnership, SportsShoes.com head of marketing, Dan Cartner, said: “A guiding principle for our business is ‘do it first and be remembered’, so becoming the first online retailer in our space to stock Puresport is evidence of us doing just that.
“The brand has built strong momentum, particularly amongst the under-35 demographic who are attracted to its science-backed sports nutrition products that cut through the hype.
“At SportsShoes we love the science and technology that can help power all runners, from the casual to the professional, so it’s an ideal partnership.
“We can now offer our customers the opportunity to benefit from Puresport’s innovative products before, during and after training or competing. This can help them achieve a wide range of personal running goals.”
SportsShoes.com also runs athlete ambassadors and sponsorships programmes. Most high profile of these are the M11 track club, of which 800m Olympic gold winner, Keely Hodgkinson, is a member. Another is SportsShoes.com’s Athletes in Residence to Olympian partnership with Nike.
The latter includes triathlete Hayden Wilde and sprinter Imani-Lara Lansiquot who both competed at Paris 2024 and won silver medals.
Puresport chief executive, Daniel Temm, added: “This partnership with SportsShoes.com is one of the most natural fits we’ve made with a brand.
“The company is a leader in its space, they sell shoes to ambitious, committed runners and help runners achieve their goals. We fuel that same journey.
“At the heart of our two brands is community and what really drew us to SportShoes.com is that they don’t just sell to runners, they show up for them.
“We both put on more than 100 events each last year for our communities. At Puresport, everything we do is for the long run. Furthermore, this partnership feels like the start of something that is going to live up to that philosophy.”
For further information visit www.sportsshoes.com
