Sports Direct has launched a new flagship store at Westfield Stratford City, spanning 20,000 sq ft across two floors, marking a key milestone in its expansion across London. The opening strengthens its footprint in the capital, coming as part of the ongoing Elevation Strategy by parent company Frasers Group.
Located on the first floor of the shopping centre, the new store offers a broad range of sports apparel, footwear and equipment across menswear, womenswear and childrenswear. Brands available include Nike, Adidas, PUMA, Under Armour, New Balance and ASICS. Additionally, Frasers Group’s own brand GAME has a dedicated section within the store.
As part of Sports Direct’s push towards experiential retail, the store incorporates its Running Concept and Outdoor Concept. These sections feature interactive and educational tools, including advanced technology designed to provide tailored product recommendations and enhance customer engagement.
The launch aligns with the start of the UK’s summer sports season, which includes events like the London Marathon, Wimbledon, and the Women’s EURO 2025 Championships. The timing underlines Sports Direct’s aim to remain relevant and supportive of all levels of athletic participation, from community to professional.
Lauren Barrie, Group Head of Retail at Frasers Group, commented:
“As one of the world’s most dynamic sports markets, London continues to play a vital role in our strategy. The opening of our Westfield Stratford City store builds on the momentum from Oxford Street and White City and highlights our ambition to deliver cutting-edge retail experiences in key locations.”
