Frasers Group has launched its proprietary retail media network, ELEVATE, at its new flagship site in Liverpool, marking the start of an ambitious expansion to transform physical retail into a dynamic media platform. The Liverpool store, housing Sports Direct and Everlast Gyms+, is the first in the Group’s portfolio to be built with ELEVATE as a central design feature.
Located on Church Street within the Grade II-listed Compton House, the 65,000 sq. ft, three-storey site combines retail and fitness under one roof. ELEVATE enables real-time, data-driven brand storytelling through digital screens and media placements integrated across customer touchpoints, both in-store and out of home.
The launch includes over 20 newly installed digital screens throughout Liverpool, spanning the Group’s brands including FLANNELS. This activity is the first stage in a plan to introduce more than 1,000 screens across the UK over the next three years. ELEVATE’s footprint will extend to premium and luxury retail sites, gyms, and sports venues, with international expansion into Europe planned by year three.
David Clark, Chief Customer Officer at Frasers Group, said:
“Sports Direct Liverpool is the first flagship store built and designed specifically with ELEVATE in mind, offering a more immersive customer experience and a dynamic media platform for brand partners. This marks a pivotal moment for Frasers Group and ELEVATE and further fuels our ambition of becoming one of the UK’s largest retail media networks. Together with Everlast Gyms+, FLANNELS and out-of-home activations across the city, Liverpool is a perfect 360-degree case study for Frasers Group’s long-term retail media and digital capabilities: content-led, connected and designed for impact.”
ELEVATE is currently available exclusively at the Liverpool location but is expected to roll out across the Group’s broader UK estate. It offers a suite of advertising opportunities including digital columns, escalator landing zones, fitting room screens, and dedicated brand activation areas. Featured zones include dedicated space for adidas, Nike, and Under Armour, and targeted media placements supporting category-specific departments such as Football, Kids, and Women’s.
The network aims to position Frasers Group’s physical locations as high-impact advertising environments with measurable brand engagement. With a customer base exceeding 32 million, the Group intends to place ELEVATE among the top three retail media screen networks in the UK.
