Nike Sportswear, with its usual ingenuity, has already begun planting commercial seeds for the 2012 Olympics. 1948 was the last time London hosted the Summer Games and, at the shop named in their honour, sneaker and sportswear hunters can lay their hands on an impressive array of select designs.

Secreted away on an anonymous side street, 1948 can be a bit tricky to find—but once inside, the sheer volume and rarity of its (often collectible) stock is almost overwhelming. The shop’s design also goes down a treat: it combines images of star athletes with a neon art installation—and 1948 has just been relaunched with an eco-friendly floor from its Grind project, which makes sports surfaces by recycling the soles of old trainers.