INTERSPORT has formally introduced a new football specialist store format, reinforcing its strategy of delivering personalised, hyperlocal retail experiences tailored to consumer needs across its 42 global markets.
The inaugural store opened on 27 March in Athens, operated by INTERSPORT Greece. Spanning 1,200 square metres, the space is designed as both an immersive retail environment and a local community hub for football fans. The store includes an indoor football pitch, an interactive video football-wall, and a dedicated gaming area. In addition, it features a curated selection of football gear and equipment from a range of major global brands.
The retailer plans to roll out between 10 and 20 of these stores initially across Europe, with additional openings scheduled for 2026.
This new format joins INTERSPORT’s existing line-up of Category Specialist store types—part of a broader multi-format strategy. It complements other specialist offerings, such as stores dedicated to running, and INTERSPORT Rent, which serves the winter sports segment.
“We are extremely excited to officially launch this new specialist store format, reinforcing our status as a truly multi-category sports retailer,” said Stephan Schwarz, General Manager for Category Management at INTERSPORT International Corporation GmbH. “This represents our ongoing efforts to keep INTERSPORT at the core of local communities and the heart of sport.”
Corinne Gensollen, Chairman of INTERSPORT International Corporation GmbH, added: “INTERSPORT remains committed to creating unique experiences for athletes and sports fans across the globe. The launch of the first football specialist store marks a major milestone for us as part of our wider global roll-out. Our trust in the INTERSPORT Greece team and their vision for innovation has been a significant driving force behind this ambitious project, which we are confident will set new standards in the football retail industry.”
The Athens store follows a series of recent football-related initiatives from INTERSPORT. These include a partnership with EA SPORTS FC™ 25, which includes in-game brand presence, and the launch of ‘FOOTLAB° by INTERSPORT’—a pop-up community initiative offering grassroots players the opportunity to test new products and engage with the sport in new ways. Previous editions of the FOOTLAB° event have involved collaborations with AC Milan and PUMA, and included the INTERSPORT FOOTLAB° Final, a five-a-side rooftop tournament held in Berlin in conjunction with the 2024 European Championship.
The move to develop football-focused retail environments is part of INTERSPORT’s wider objective to engage diverse customer groups, including Gen Z, through new business models and a strong omnichannel presence. This forms part of the company’s “GROW TOGETHER FASTER” strategy, designed to accelerate growth and improve consumer engagement.
