The store recently underwent a complete overhaul with a modern, innovative, and sleek new look that brings the brand’s elevation strategy and fresh approach to the retail space.
The store, which first opened in 2014, spans over 50,000 sq. ft. and will be the “pinnacle” of the company’s retail offering.
As customers return to high street this summer, the flagship store will feature curated activation spaces and interactive experiences for consumers to explore. Dedicated areas have also been set out for football, running, outdoor and specialist sports, alongside men’s, women’s and kidswear.
Michael Murray, group head of elevation, Sports Direct, said: “Sports Direct’s most iconic store, located in the heart of London’s Oxford Street, has been completely renovated to reflect our new vision and purpose.
“The store hasn’t just been upgraded, we’re ripping up the rule book and looking at our retail spaces with a completely new vision – this store is a prime example of that. We are the leading destination for sportswear and are committed to bringing the very best brands, environment, product innovations, and experience to the high street.”