The iconic American sportswear brand Starter, in partnership with the NFL, is bringing the energy of American football, fashion, and culture to the heart of London with an exclusive pop-up experience at The Lobby, located on Manette Street in Soho (W1D 4AL).
Store Details: Starter Shop Powered by the NFL
Dates: Friday, October 10 – Saturday, October 11, 2025
Location: The Lobby, Manette St., Soho, W1D 4AL
Store Hours: Friday 11:00 AM – 5:00 PM | Saturday 11:00 AM – 6:00 PM
Known for its deep roots in both sports and style, Starter continues its global expansion through the NFL’s International Series, celebrating the growing connection between American football and UK culture. The Starter London Pop-Up will showcase exclusive collections and limited-edition releases.
The Lobby, part of the 777stores collective, is a forward-thinking retail space recognized for curating next-generation brands and cultural experiences. Its Soho location serves as a creative hub for tastemakers and innovators, making it the perfect venue for Starter’s UK retail activation.
Inside the Pop-Up:
Fans and visitors will have access to exclusive NFL Officially Licensed Apparel: Starter x NFL London capsules, including the New York Jets in London Collection and the highly anticipated NFL x Giggs collaboration. The limited capsule designed in partnership with UK hip-hop mogul Giggs, celebrates the shared spirit of American football and London culture. Available for two days only while supplies last.
