Sports Direct has expanded its footprint in Manchester with the launch of a new 30,000 square foot store at Trafford Palazzo, one of the North West’s major shopping and leisure hubs. The opening marks another strategic step in the retailer’s push to deliver cutting-edge sports retail experiences.
Spread across two floors, the new store combines leading sports and lifestyle brands with additional offerings from Frasers Group labels USC and GAME. The launch follows the unveiling of Sports Direct’s flagship site at Manchester Arndale in March 2023 and underscores the group’s investment in Greater Manchester.
Shoppers visiting Trafford Palazzo can browse a broad range of sports and leisurewear from major global names such as Nike, Adidas, Puma, Under Armour, New Balance, ASICS, Skechers and Jordan. Dedicated zones within the store cater to different sports categories and offer ranges for men, women and children.
Interactive and tech-driven elements are central to the store design. The retailer’s Outdoor and Running concepts offer hands-on environments where customers can trial products and receive personalised recommendations. These areas feature brands including On Running, Brooks, Saucony, The North Face and Columbia.
The store also incorporates GAME, the gaming retailer, and a USC section showcasing trend-led lifestyle apparel and footwear. USC’s brand line-up includes Lacoste, Barbour International, HUGO, UGG, Levis and Steve Madden, aimed at style-conscious consumers.
Lauren Barrie, Group Head of Retail at Frasers Group, commented: “The opening of Sports Direct at Trafford Palazzo underscores our commitment to bring customers the best sports retail experience. As part of our ongoing Elevation Strategy, we’re opening impactful stores that showcase our global brand partners and deliver personalised, immersive shopping experiences. Designed with our customers in mind, stores like Trafford Palazzo help us lead in sports retail.”
In addition to enhancing the local retail offer, the new Sports Direct store has created 80 jobs in the area, furthering Frasers Group’s stated aim to support community development.
The Trafford Palazzo location benefits from being situated within TraffordCity, a mixed-use destination known for combining retail, leisure and commercial spaces. TraffordCity attracts over 44 million visitors each year and is currently undergoing extensive investment to support future growth.
