SOOO, the Home of Women’s Sport
This summer, from June to mid-October, SOOO London became more than just a pop-up — but a home for women’s sport. Nestled in the heart of London, this vibrant space hosted over 200 events, bringing together fans and players across rugby, golf, tennis, cricket, football, athletics, netball, and basketball. Each match felt like a small festival, with people gathering, sharing stories, and discovering the deep, joyful energy that surrounds women’s sport today.
From personalized kit workshops to big-game screenings, SOOO London became a hub of connection and celebration. Laura Youngson, Founder of IDA Sports and SOOO, shared her vision. “At SOOO, we believe every woman deserves access to the best equipment, whether she’s lacing up for a run, attending a fitness class, or representing her country on the global stage. It’s incredible to have a community hub in the heart of London that champions independent women’s sports brands.”
Awol Vision, Bringing Fans Together Through Immersive Sports Experience
Many women told Laura they often watched matches alone or didn’t feel comfortable walking into local pubs to watch games. “It’s super important to have watch parties because we were told by lots of women that they either watch the game alone or don’t necessarily feel like they can go into a local pub. Part of it is being able to experience the space. Showing the games in this setting makes people feel really welcome to come and watch sports together. And you get this amazing feeling. It makes such a difference.”
At Awol Vision, our mission is to deliver immersive experiences that bring fans closer to the action. Partnering with SOOO London allowed us to combine technology and community to amplify women’s sport.
Highlights included the Euro Final Party. Paired with the Awol Vision Projector and its 100" screen, everyone sees the actotions clearly even from the back. The projector’s crisp, cinematic image and room‑filling Dolby Atmos audio brought every replay and close‑up to life, so the crowd experienced the match as if they were right there on the pitch.
The true magic of SOOO was in the connections it fostered. "Having a awol vision screen like this in the space, you saw videos of Euro Final Party, we had 250 people in the store. Our football pitch is compeletly full of people. Screaming, cheering and running up and down. And the fact that you not only have the screen but super high definition and that clarity. It's like people expect excellence when they are watching."
Fans arrived as individuals and left as a united chorus.“It’s chill, the screen is massive, and the sound is incredible. You feel like you’re at the game without the travel. It’s the perfect way to watch sports.”
SOOO Team Members also shared their experience.“It’s unlike any projector I’ve seen. I love how portable it is — we can set it up on the pitch or downstairs in minutes. It’s versatile and easy to use once you get the hang of it. It creates an incredible atmosphere. It brings everyone together, and we’re so lucky to have that.”
Join Us in Celebrating the Future of Women’s Sports
Awol Vision is committed to more than just technology — we’re building spaces where communities gather, where fans can see their role models in full scale, and where the momentum behind women’s sports continues to grow. Change isn’t a single moment; it’s a series of nights, screens, conversations, and investments that slowly shift the spotlight and redefine respect.
Together with SOOO London, we’re creating a movement that’s bigger than the game. Let’s keep the momentum going — one screen, one community, and one story at a time.
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