The Sports Edit

The Sports Edit sells premium women’s activewear, athleisure and performance footwear from 40+ specialist labels. Core categories include high-support sports bras, technical leggings, running shoes, yoga mats and recovery tools. Price points sit in the mid-to-premium tier: leggings £75-£110, trainers £130-£180. The business is digital-first, shipping worldwide from a London warehouse, with a single experiential store in Notting Hill for fittings and same-day local delivery. Curated sustainability filters, detailed compression and support metrics, and a “Legging Finder” quiz give the retailer authority in a crowded market. Every brand must pass a vetting process for fabric innovation, ethical manufacturing and durability; product pages list sustainability credentials and wear-test scores. The edit is known for stocking limited-run colourways and UK-exclusive drops of cult compression and recycled-poly styles. Customer is 25-45, urban, earns above-average income and schedules workouts like appointments. She values technical performance, low-impact materials and fashion-forward cuts that transition from studio to street. Time-pressed and research-heavy, she relies on the site’s comparison tools and next-day courier service to replace fast-fashion gymwear with fewer, better pieces. The Sports Edit competes with multi-brand sports fashion platforms and department-store active departments by narrowing the assortment to female-specific, rigorously tested pieces. Its differentiation lies in sustainability transparency, physiotherapist-written injury-prevention content, and UK-based customer care that offers size, support and stride-analysis advice.