Sports Brands: Go Direct to Oxford Street

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 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.


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With a background team well on the ball and sporting services such as shirt and footwear customisation, this familiar face will be sending shockwaves through the sporting establishment.

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Reebok active mannequins

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a hub for staying fit and fired in the hectic haze of modern life. the collection is focused and fashionable but overall highly functional for the street, the gym or the court, building on Reeboks heritage as one of the pioneers of performance sportswear.

Centrepiece of the store is the activity wall with clubs, training and personal fitness management, whilst footwear walls take centre stage in both mens and womenswear.

This store feels friendly, intimate and inviting, filled with invention and incentive for a fitter, fulfilled future.


Reebok Workout Wall  Reebok Members Wall  Reebok footwear wall

The customer engagement and experience is essential to loyalty to a brand and a store.
Reebok reflects this retailer obsession with involvement where the product and the lifestyle come together.

Are there ways that your brand, your product and essentially your stores can create a lifestyle experience for your customers, keeping them happy and loyal?