We are Girls in Sport x Little Big Sports store

We are Girls in Sport is collaborating with Little Big Sports to create a girls’ sportswear online store. We have been talking about it for a while but it was the opening, and closing, of a pop-up store in London during the summer of 2025 that gave us the final push. To visit our new store, go here.

In the summer of 2025, a revolutionary store and event space opened its doors on one of London’s busiest shopping streets. Regents Street is prime real estate and for a few months, it was the prime location for sporty girls and women: SOOO London was the first ever women’s sportswear store.

A pop-up store created by women in sport for girls and women in sport.

SOOO (a Style Of Our Own) stocked independent, sports brands, many of them female founded, in a friendly and sports-focussed environment where girls could find all kinds of kit that was designed for them.

Image of the SOOO store by Suze Eyles

‘…. designed for them’ - why is that important?

For decades, women and girls have not necessarily been wearing what they want when playing sport: boys’ and men’s kit hand-me-downs and male kit in smaller sizes or even skimpy clothes which favour aesthetics over performance such as beach volleyball kit. In the past, they didn’t have much choice as no other kit was available – but also their voices weren’t heard nor opinions asked.

But as women’s sport participation, involvement and investment has increased, female athletes have started to demand sportswear that is designed for their body shapes and physiology - narrower feet, wider hips, breasts and periods. They also want sportswear to help them perform better rather than please the male gaze.

Thankfully, brands, big and small, have identified this gap in the market and started to perform research on what female athletes want and need from their sportwear to perform at their best. SOOO gave some of the smaller, independent brands who had previously operated online, a bricks-and-mortar store to showcase the kit, sports bras, period pants and football boots, ski wear, golf wear and weights that have been created just for women.

Inside SOOO by Suze Eyles

We are Girls in Sport visited SOOO last summer. It was bright and colourful, warm and welcoming and a girl-in-sport’s heaven.

It was a unique shopping experience and a real breath of fresh air. We were inspired.

We had been wanting to open a We are Girls in Sport online store for some time, and this was the push we needed.

The We are Girls in Sport with Little Big Sports store

We are Girls in Sport has collaborated with Katie at Little Big Sports to create a female-founded online space for brands who are designing female sportswear with girls’ and women’s kit needs front and centre.

Katie set up Little Big Sports 16 years ago after buying her toddler son a cricket bat and realising that it was just a smaller version of a man’s bat – too heavy and unwieldy. He lost interest but as an avid cricket fan, Katie set about finding a suitable bat.

She was inspired to do this for a wide range of sports and saw a gap in the market for sports equipment designed for children. Little Big Sports has been going strong ever since with a loyal client base who appreciate the high level of customer service.

Katie realised that those toddlers she was buying for at the outset were growing up and her equipment has changed as a result. Seeing her daughter involved in cricket, the growth in women’s sport and the surge in female-focussed sportswear brands, now seemed like the right time to create a specific page for a female sportswear store.

Female sportswear brands on board

For launch, these are the fabulous brands we’re stocking:

Hapola

Hapola was started by Welsh couple Sarah and Luke, the parents of two little girls and when hockey-loving Sarah wanted to return to sport after having children, she wanted to feel comfortable and confident. The two police officers designed versatile multi-sport kit with a leak-proof protective gusset and Hapola was created. We are stocking Hapola’s high-quality skorts and shorts in blue and pink. And of course, both come with their leak-proof gusset design.

Maiden

Maiden is a new cricket brand to hit the market and we’re thrilled to stock their female cricket & sports wear. Maiden is a family business with teen sisters Cat & Honor involved in the design of all the kit. We stock a wide range of Maiden sportswear: everything from gloves, cricket pads, wear-anytime tracksuit bottoms and cricket tops and bottoms. And if you’re involved with a girls’ cricket team or club, we can help you kit out everyone.

NIXI Body

Period pants are the period-solution revolution and quite frankly, girls involved in sport can’t be without them. Even if girls like to use other period products, period pants are great for catching accidents (they’re leak proof). The NIXI Body pants are designed with a scalloped edge which makes them invisible under activewear, and they are sooo comfortable that lots of women and girls wear them even when they don’t have their period.

We love it when we find other female-founded brands but we know that there are a great deal of male allies out there who want to support the growth of women’s sport as well.

Please tell us which other brands you love! This is just the beginning! If you’d like to speak to us about stocking your brand, get in touch.