where to go now: sports direct

Sport Direct‘s iconic Oxford Street flagship located in the heart of London’s West End re-opened its doors last Friday after a mega makeover. Following a complete design overhaul, shoppers can expect a modern and sleek new look from Sports Direct just in time for a summer of sport.

The store has been reimagined with dedicated multi-functional spaces designed to elevate the on shopping experience over four floors. Customers will be invited to explore the newest innovations in kit and get kicks from curated activation spaces and interactive experiences, including live podcasts, talks, events and special guest DJs.

At an exclusive preview tonight, special guest Jada Sezer, UN Women changemaker, Olympic weightlifter Zoe Smith and London-born athlete Ocean Lewis,were spotted taking a look behind the scenes of the store’s new innovations.

Under one roof, the shop boasts areas for football, running, outdoor and specialist sports, alongside men’s, women’s and kidswear, showcasing the latest offerings from brands including; Nike, Adidas, Under Armour, Reebok, Puma, Everlast and Slazenger.

A new Heroes Area located at the centre circle of the store will be home to spectacular sport and cultural calendar moments throughout the year, kicking off with a celebration of the 2020 UEFA European Football Championship this month. Both men’s and women’s collections available in this space have been styled by Joe Prince and SEASON Zine. Streetwear fans with their eye on the ball will also be able to snap up a limited run of Sports Direct’s “Just A Game?!” capsule collection designed by luxury streetwear label, clothsurgeon.

Support for your sport comes with the store’s new dedicated Bra Studio – a destination featuring the UK’s first ever multi-brand bra finder tool on the ground floor. As statistics show over 80%* of women in the UK are still wearing the wrong size sports bra, the tool has been developed with industry leading experts and uses aggregated size data to suggest the perfect size for anyone in every bra, no matter the brand. The tool can even provide step-by-step advice from both the store’s changing rooms.

Take a running jump up to the first floor where gaming fans can kick back in a dedicated FIFA Gaming Area, designed in partnership with EA Sports and Sony PlayStation. Lucky gamers will even have the chance to compete against athletes and guest talent throughout the year.

Specialised sporting arenas also include a permanent golf putting green, running gait analysis, and Jordan basketball performance challenge.


Other innovations of note include:

  • My ID Customisation: a dedicated spot on the sidelines where customers can have products customised with limited edition designs from illustrators, such as Daniel Nyari.
  • Infinity Mirror Cube: the ultimate selfie booth featuring a 3mx3m infinity mirror cube that creates mini-universes of sports-inspired installations. Mirrored on the floor, walls, and ceiling, the space will debut with an endlessly repeating constellation of footballs, complete with lighting and sound effects for a full sensory experience.
  • 3D Motion Hologram: the first of its kind in the UK, as customers enter the store on the ground floor they will be greeted with a state-of-the art hologram display showing off-pitch fit products in 3D that will be available throughout the store


Sports Direct Oxford Street reopened on Friday 18th June.


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