Sports Direct, Oxford Street

The Sport Direct Oxford Street flagship is launching – the culmination of four years of elevation with The One Off.

For the last four years, Sports Direct and The One Off have been working closely to elevate the brand experience for the Sports Direct customer. The latest flagship store on Oxford Street is a true culmination of this and a dramatic shift into a new way for countless to start (or continue) their journey in sport.

Over three floors, the store gives the enthusiast of any sport the inspiration, tools, possibilities and all the gear you can imagine in a way which has revolutionised the Sports Direct shopping experience. Whilst the store is rich in technology, a grass roots design approach has been implemented. Original features have been respected and amplified; and eco-conscious principles have been adopted. However, the key shift is the shopping experience which is 100% guided by the customer rather than categories or brands.

Key features include: