Sweet music for sports brand fans in the site of the old HMV on Oxford Street as Sports Direct opens its new flagship store. The discount sports brand retailer has big stores already but this three floor testament to sporting testosterone celebrates every activity from fitness and training, through to trekking and fishing with a sizeable assortment of fashion thrown in for good measure.
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The discount sports brand retailer has big stores already but this three floor testament to sporting testosterone celebrates every activity from fitness and training, through to trecking and fishing with a sizeable assortment of fashion thrown in for good measure.
On its home turf of sportswear and performance footwear, a resounding victory can be anticipated as the familiar discount prices are supplemented with powerful brand statements, physically from floor to ceiling, and emotionally cementing brand presence and authority from Adidas to Nike, from Lonsdale to Reebok, from Everlast to Slazenger.
Every statement is large and dominant; football replica kits paint walls with familiar colours and motifs, categories of caps as far as the eye can see and a department for bags and luggage that stretches to any destination.
Perhaps even more impressive is the retailer’s away form, fielding appropriately a new, expanded and spectacular outdoors assortment, with Karrimor the star of the show from footwear to fleeces, supported admirably with everything from fishing rods to camouflage suits, and the decisive move into casual fashion with a dedicated denim department, Pulp t-shirts, fashion footwear brands and a surprise re-appearance of the SoulCal fashion brand.
Charlotte Stone, the design collective – Circle London and Amar Stewart exhibited works alongside a limited edition of exclusive Puma products. From the Oslo Crew Sweat to the Traction Backpack 21 limited edition prints were given away with any Puma purchase, in a cool collaboration that illustrates exactly the ethos behind the Shoreditch social shopping destination.
Priority position passes to the replica kit of the competing nations in the king of cups. Centre stage to Azzurri blue, Italian kit supported by sports tops and casual Ts. Left of centre, Senegal and Ghana add colour and pace from the emerging African climes, whilst the Latin latex of Uruguay adds balance and symmetry of speed with a cool blue show from South American skies.
Beyond the competitive displays the store is emblazoned in pink and blue, across feature displays, merchandise schemes and a play area with a two- toned table football temptation enticing all to compete in an atmosphere of fun and friendship where the sides are neutral and sport for all is the only winner.
