The iconic 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). Running from Friday, 10th October to Saturday, 11th of October 2025, the Starter Shop Powered by the NFL will showcase a carefully curated selection of limited-edition apparel and collaborations that celebrate the growing connection between American sports and UK street culture.
Meeting Point for Sport and Culture
Few names hold as much weigt as Starter in the sportswear world. Since its launch in 1971, the brand has become synonymous with the golden era of athletic fashion. Known for its instantly recognisable “S and Star” logo, Starter helped redefine what it meant to wear your team with pride. Now as the NFL’s international presence continues to grow, the brand’s next chapter is in London.
Through licensing partnerships with every major franchise and every team in the NFL, Starter really redefined what supporting your team meant. Throughout the 1980s and 1990s Starter became a symbol of authenticity, seen on sports icons and hip-hop legends.
Inside the Soho Pop-up
At The Lobby, fans and visitors will be able to explore exclusive NFL Officially Licensed Apparel, including the Starter x NFL London capsules and two standout drops: the New York Jets in London Collection and the NFL x Giggs collaboration. Designed in partnership with legendary UK hip-hop figure Giggs, the capsule is all about grit, ambition and self-expression. Each piece is crafted with Starter’s signature craftsmanship and attention to detail.
The Lobby in Soho
The event takes place in The Lobby, Soho. As part of the forward-thinking 777stores collective, known for spotlighting next generation brands and experiences. With its creative hub atmosphere and prime location in the heart of Soho, The Lobby provides the perfect setting for Starter’s UK retail activation.
