PUMA x FWOFO at the ICA.

Right. That just happened.

This weekend, we took over the ICA with PUMA for the London Marathon weekend, and honestly, we’re still processing it.

What PUMA built was not a “pop-up”. It was a full-blown energy hub. The whole space turned into the NITRO™ Lab, sitting right next to the marathon finish line, packed with runners, chaos, noise, creativity and people doing genuinely cool things.

Custom kit printing.
1K treadmill challenges.
Shake-out runs.
Free pizza. Beer. Tattoos. Yes, tattoos.

And somewhere in the middle of all that…Us.

Flat White or F*ck Off in the middle of it all

We were there doing what we do. Serving flat whites. Fast. No nonsense. No menu theatre. Just proper coffee, in a space full of people who actually needed it.

Runners. Creatives. Curious people. We met a lot of you. New faces. Familiar faces. People who’ve been following since day one. People who had no idea what FWOFO was and just came for a coffee and left slightly confused but happy.

How many coffees did we make?

We genuinely don’t know yet. We’re counting.

There were moments where it didn’t stop. No gaps. No breathing space. Just cup after cup after cup.

And it feels right that this happened on a weekend where records were being broken everywhere.

Why this one felt different

We’ve done things quickly. We’ve done things loudly. But this felt like a different level.

Being part of something that sits at the intersection of performance, culture and community is rare.

And somehow, Flat White or F*ck Off fit right in.

No overthinking. No trying to be something we’re not.

Just showing up, doing one thing properly, and letting the rest happen.

Thank you

Huge thanks! To everyone who came by. To everyone who queued. To everyone who said, “I’ve seen you online”. To everyone who just needed a flat white and trusted us. We felt the love. Properly.

And to PUMA, for backing something slightly unhinged and letting it exist in the middle of all that energy.

What’s next

We don’t really do long-term plans. You know that by now.

But this felt like one of those moments that tells you you’re on the right track. So we keep going.

Flat white or f*ck off. On to the next adventure.

Follow the journey

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