Sports Direct and Everlast Gyms+ Open Dublin Flagship

Frasers Group has opened an 85,000 sq ft integrated Sports Direct and Everlast Gyms+ flagship on Henry Street in Dublin, introducing the combined retail and fitness format outside the UK for the first time.

The four-storey destination opened to customers on 25 July 2026, following its unveiling the previous day. It occupies the former Debenhams unit and comprises a 60,000 sq ft Sports Direct store across the first three floors, with a 25,000 sq ft Everlast Gyms+ facility on the top floor.

Frasers Group said more than €80 million had been invested in the refurbishment and fit-out of the wider building. The redevelopment also included an almost twofold expansion of Zara’s store as a key tenant and is expected to create more than 75 roles.

The project forms part of the group’s continuing investment in Ireland and its international expansion strategy.

“Building on the momentum of our Elevation Strategy, the opening of this Dublin flagship is another defining milestone for Frasers Group. As our first integrated Sports Direct and Everlast Gyms flagship in Europe, it reflects our ambition to accelerate international growth while delivering an unrivalled retail and fitness experience.”

Michael Murray, Chief Executive Officer, Frasers Group

Frasers Group cited Dublin’s sporting heritage and community as factors behind the choice of location. The Henry Street store includes product categories associated with Irish sport, including the GAA.

Sports Direct has previously supported grassroots GAA clubs, GAA Cork, GAA Louth, the Women’s Irish Open and, most recently, the Dublin Marathon.

Sports Direct Across Three Floors

Sports Direct occupies 60,000 sq ft across the first three levels, carrying sportswear, footwear and equipment for men, women and children.

The brand mix includes Nike, adidas, Under Armour, On, Columbia and The North Face. The opening also coincided with the introduction of HOKA to Sports Direct stores.

Frasers Group’s own Everlast and Slazenger brands are represented through dedicated retail areas. The store also incorporates a USC fashion offer carrying HUGO, Lacoste, Tommy Hilfiger and C.P. Company, together with a GAME department.

Sports Direct’s Running, Outdoor and Football concepts have been adapted for the Dublin flagship, organising products and services around individual sporting categories.

The footwear department uses a dumbwaiter delivery system to move selected products from the stockroom to the shop floor. The system is intended to reduce collection times across lifestyle and performance footwear.

Everlast Gyms+ Makes Irish Debut

Everlast Gyms+ Dublin occupies 25,000 sq ft on the top floor and marks the fitness brand’s first location outside the UK.

The facility combines strength and conditioning, functional fitness, group training, recovery services and nutrition within the same membership offer.

It is Ireland’s first official HYROX Performance Centre, with specialist performance turf, Centr competition equipment and programming designed to replicate elements of HYROX race conditions.

The Dublin gym is also the first facility to receive Centr’s limited-edition white Elite-15 competition-grade equipment.

Fitness, Recovery and Nutrition Facilities

• Reformer Pilates Studio: A dedicated studio containing 16 Allegro 2 reformer beds.
• Recovery Area: A restorative space with three Brass Monkey ice baths and a herbal sauna.
• Nike Strength: Nike Grind strength equipment manufactured using materials from shoe production. Nike Strength is also incorporated into the HUSTLE and Everlast Lifting Club training formats.
• Myprotein Kitchen: A café, lounge and co-working area serving smoothies and nutrition products from Myprotein.
• Myzone and InBody: Myzone workout tracking and InBody body-composition scanning facilities.

The group training programme also includes CRANKED and BREATHE, alongside HUSTLE and Everlast Lifting Club. The formats cover cardio, strength and conditioning, endurance and recovery.

Opening Weekend Programme

Sports Direct and Everlast Gyms+ marked the opening with a weekend of in-store sport, fitness and promotional activity.

The retailer announced appearances by Irish athletes John O’Shea, Caoimhin Kelleher, Conor Murray and Erin King, alongside run clubs organised with New Balance, adidas and ASICS. The programme also included fitness masterclasses, DJ sets and product giveaways.

The first 250 customers were offered goodie bags and refreshments, with prizes supplied by Nike, adidas, New Balance, On, Salomon, Brooks, HOKA, ASICS and Everlast.

An augmented-reality Gaelic football simulator allowed customers to test their accuracy from increasing distances. GAA players Sinéad Wylde, Lauren Magee, Chris McMorrow and Brian Hayes were announced for the launch of the activation.

Further activities included an in-store 100-metre treadmill challenge, a HOKA prize wheel, a PUMA ski-erg competition offering HYROX Doubles tickets and Nike’s Fast Feet football challenge.

Irish boxer Adam Olaniyan also led an Everlast boxing masterclass and question-and-answer session within the gym.

The opening established Sports Direct and Everlast Gyms+ as a single retail, training, recovery and nutrition destination within the four-storey Henry Street building.