Mastercard has long believed in the power of sport to inspire, connect, and drive positive change — and women’s sport is one of the most exciting and rapidly growing movements in that space. By powering Style Of Our Own, Mastercard is reinforcing its commitment to elevating women athletes, fans, and creators, ensuring they have the visibility, recognition, and resources they deserve. SOOO represents more than a retail concept — it’s a celebration of progress, ambition, and the shared passion that fuels women’s sport at every level.

In addition to its deep-rooted support for sport, mastercard is committed to empowering small and independent businesses — the kind that bring creativity, authenticity, and innovation to our communities. SOOO is a platform where these two missions meet. By backing SOOO, Mastercard is helping predominately women-led and purpose-driven businesses reach new audiences, build meaningful brand connections, and thrive in a commercial space that reflects their values.

Through strategic investment, marketing expertise, and partnership power, Mastercard is helping to turn SOOO into a game-changing destination - one that celebrates culture, commerce, and community. This initiative is part of a broader effort to reshape the future of sport and retail, making it more inclusive, more dynamic, and more aligned with the people who are driving it forward.

We’re excited to welcome SOOO to the iconic Regent Street. At The Crown Estate, we’re committed to helping create inclusive communities and making a positive impact on society and the economy, both nationally and locally.

In bringing community and inclusivity to Regent Street and championing a number of innovative small businesses, this initiative connects with our purpose. We’re proud to donate our space and play a part in bringing SOOO to our visitors.

SOOO was selected as part of Westminster City Council's Meanwhile On programme, which provides a supported platform for the very best emerging brands, entrepreneurs and creatives. The initiative was set up to build a more inclusive and fair economy by removing traditional barriers to entry and helping the next retail superstars launch stores on major high streets—including this one.

Since launching in 2023, the programme has seen overwhelming public interest, attracting almost 1,000 brand applications. SOOO was chosen as a concept with the potential to bring true innovation, inclusivity and community to London’s streets.

Westminster has supported SOOO throughout, providing significant relief on business rates, funding for store design, and end-to-end guidance from retail experts Someday Studios