John Lewis Brings Sportswear Recovery Technology and AI Fitness to Oxford Street

The new concept is part of a multi million pound investment in Sports departments across Oxford Street, Liverpool, Cheadle and Glasgow.

It also sits within the wider £800 million transformation programme at John Lewis, which is focused on refreshing stores, strengthening customer services and creating more experience-led reasons to visit. At Oxford Street, the Sports and Wellness area brings together products that are often sold in separate categories.

Instead of moving customers between apparel, footwear, fitness equipment and technology departments, the new floor places them in one connected space built around how people train, recover and live active lifestyles.

The department includes performance brands such as Nike, Brooks and Patagonia, alongside wearable technology from Garmin, Oura, Whoop and Apple Watch. Recovery products from Therabody and Lumi Therapy sit beside home fitness equipment from Peloton, NordicTrack and Speediance…