Saucony Kicks Off London Flagship Launch with Thrilling ‘Beat the Bus’ Race Through the City

Saucony, a leading global performance running and lifestyle brand, officially launched its first UK flagship store in Covent Garden on June 20th with an action-packed and community-focused celebration.

The event brought together Saucony’s running lifestyle communities, influencers, media, and creatives to celebrate this milestone, perfectly embodying the brand’s Run as One mantra.

The highlight of the evening was the adrenaline-filled Beat the Bus challenge, where over 50 runners raced a Saucony-branded bus – complete with a live DJ performance from Keep Hush – past some of London’s most iconic landmarks, before crossing the finish line at Saucony’s new flagship store.

After completing the challenge, runners joined other attendees for a celebratory evening featuring live DJ sets, bespoke charm customisation stations and a community wall displaying snapshots of the event’s vibrant energy.

The store was fully opened to the public on June 21st this weekend, an event that saw live DJ sets and exclusive giveaways, as well as a first look at Saucony’s latest performance and lifestyle collections.