Sahara Mara / 30 April 2025 / Categories: Brands, Clothes, Shoes, People, Creative, Fashion Designers

The Shoe Room by Run Limited and New Balance Fuelcell Sneakers

That just found something really good feeling

I have just discovered a company, a small company I think and a magnificent shop The Shoe Room I cannot believe I’ve never heard of, they are part of a British running apparel company based in Newcastle Upon Tyne, I think, Run Limited. Founded by Adrian Vaszaru and nJonty Brown they are doing for runners in London what Sweaty Betty and Lululemon did for yoga and community, bringing people together through collaboration with running clubs across London, absolute genius to add value in this way when everyone is coming out of a thick depressive fog of isolation and social distancing. I get this sense this business was built on a geniune passion for running, community and experience and all the benefits getting out for a run brings way before the shopping and E commerce. The City has been hard hit as well as the restaurants and eco community in the square mile serving the sector. It’s been a ghost town, so much so I haven’t been for ages.

Why the discovery of the high tech store on Cheapside in London near St Paul’s was an absolute pleasure to pop in for a browse. I only found it my chance, ironically next to the Krispy Creme donut shop.

The shoe store is the kind of modern shop you’d expect to find on Oxford St or Regent St in prime real estate position for a big brand but this is not a big brand like that anyway. This is not Foot Locker or sports direct where the assistants say init and the shoes are all over the floor. The shop and the brand felt perfectly positioned to capture the imagination of all the City of London girls and boys working and playing hard and certainly I noticed more people are having a run at lunchtime these days than a skinful. The City has changed a lot since the pandemic with life beginning to come back as more people return to offices and this store and business was an absolute breath of fresh air.

I am seriously thinking about a pair of the New Balance sneakers. I’ve been thinking about a new pair of trainers. I’ve looked at a few brands but not yet taken the plunge as I don’t like the idea of sweat shops and fakes and £150 is a big investment especially if you make a mistake.

The thing I liked about the Run Limited store is the selection. They had a lot of choice and stock in store, from Nike, Puma, Hoka, New Balance, Salomon, asics, Saucony, Circle, Norda, On running pretty much every brand you can think of all under one roof so very easy to compare and no pressure to buy from the sales person, also a runner who was able to speak the language.

I don’t run anymore I gave up for tennis and swimming although I do understand the feeling of freedom people talk about out alone on a run, running is definitely a meditation if you haven’t tried it.

As I browsed the shop I was impressed by some of the clothes design, where the brand has collaborated not with massive brands to market but smaller artists, like Murugiah and Jordan Amy Lee to help. I like that. I like the story and £40 for a T shirt well made in the UK is sustainable so this I shall be supporting when I buy my new New balance Fuelcell sneakers at £140.

This running apparel supply store shop is an experience I cannot wait to return to. They are stylish, fun, modern healthy and authentic. Loved it in there. going back as soon as I get paid.