Sports Direct new flagship launches

Clare Tuckett


We’re proud to have launched the new Sports Direct flagship store on London's Oxford Street this month. It’s been the culmination of four years of working closely with Sports Direct to elevate the brand experience for their customers.

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. 

It's been great to see the new concept so well received by the consumers, the industry, and press. Here's a round up of what's being said about it.

Evening Standard 

It is a big ambition, and comes at a time when bricks and mortar retailers face headaches, including high business rates and online competition. But 31-year-old Murray is confident, and tells the Standard: “It is the most digitally enabled store we’ve ever done.” He refers to digital screens and touchpoints and says “it is really forward thinking”.

Read more 




As Oxford Street begins to reawaken from its Covid-induced hibernation, Sports Direct's revamp offers a welcome addition to the famous shopping hub. More than 100 Sports Direct stores have been "elevated" in recent years, the mixture of technology, experience and product ensures that its newest premises stands out from neighbouring retailers.

Read more


{% video_player "embed_player" overrideable=False, type='scriptV4', hide_playlist=True, viral_sharing=False, embed_button=False, autoplay=False, hidden_controls=False, loop=False, muted=False, full_width=False, width='1920', height='1080', player_id='49792247822', style='' %}


Retail Week 

Sports Direct has lifted the lid on its newest store concept on London’s Oxford Street as it accelerates its “elevation” strategy. The sportswear and equipment specialist has ploughed £10m into a major revamp of the 50,000 sq ft unit, which it wants to become known as “the best sports store in the world”.

Read more 



Design Week

Sports Direct’s flagship store redesigns with a “grass roots” approach. The One Off has reimagined the brand’s central London outlet with AR installations and fixtures and fittings made of recycled mannequins.

Read more



Fashion United 

The store features curated activation spaces and interactive experiences, as well as dedicated areas for football, running, outdoor and specialist sports, alongside men’s, women’s and kidswear.

Read more

SD_Oxford_Street_2021_1239_instaRetail Gazette 

Sports Direct has reopened its London flagship store, featuring a £10 million refurbishment “bringing to life its new brand direction”. A further two flagship stores are confirmed to be opening later this year in Birmingham and Manchester.

Read more 


Sports Direct Oxford Street1-jpg

Read Next