JD and ASICS Take Over Soho With ‘ASICS House’ Pop-Up

JD Sports and ASICS brought ‘ASICS House’ to Soho over the May Bank Holiday weekend, transforming a vacant shop space on Greek Street into a hub of music, movement and creative expression.

Located just a short walk from JD’s Oxford Street store, the three-day pop-up was designed as an open space, combining drop-in access with a programme of sessions. Across the weekend, it operated as a meeting point for different strands of culture, bringing together sound, wellness and style under one roof.

The space itself drew on ASICS’ Japanese heritage while reflecting its London setting, pairing concrete and chrome finishes with precise, Japanese-inspired detailing. The result was an environment that balanced performance and lifestyle, echoing the brand’s focus on both physical and mental wellbeing.

Programming across ‘ASICS House’ was split across three core pillars. A rotating line-up of DJs and emerging artists soundtracked the space, while wellness sessions tapped into ASICS’ ‘sound mind in a sound body’ philosophy. Alongside this, a series of hands-on experiences ran throughout the weekend, including shoe customisation, bag printing, on-site tooth gem and tattoo stations, as well as a wider programme of workshops and talent-led sessions. A coffee and matcha bar and listening lounge rounded things out.

Tying it all together was a focus on ASICS’ Sportstyle offering, with the pop-up acting as a physical touchpoint for key silhouettes available through JD, brought to life across the space through product displays and moments of storytelling.

Shop the latest ASICS styles at jdsports.co.uk