Fashion & Beauty

Sports Direct re-opens trailblazing new store

The iconic Sports Direct flagship store on Oxford Circus has re-opened its doors, following what would be best described as a mega makeover. Reimagined with dedicated multi-functional spaces designed to elevate the shopping experience over four floors. Sports Direct will be showcasing sleek new looks just in time for a summer of sport.

Activations for the space will include live podcasts, talks, events and special guest DJs. Expect to see special guests Jada Sezer, Zoe Smith and Ocean Lewis.
Look out for the dedicated Bra Studio – a destination featuring the UK’s first ever multi-brand bra finder tool on the ground floor, as a response to statistics showing over 80%* of women in the UK are still wearing the wrong size sports bra.

The store will also feature My ID Customisation: a dedicated spot, where customers can have products customised with limited edition designs from illustrators, such as Daniel Nyari. There will be an Infinity Mirror Cube: the ultimate selfie booth featuring a 3mx3m infinity mirror cube that creates mini-universes of sports-inspired installations. Mirrored on the floor, walls, and ceiling, the space will debut with an endlessly repeating constellation of footballs, complete with lighting and sound effects for a full sensory experience.

You will also find a 3D Motion Hologram: the first of its kind in the UK, as customers enter the store on the ground floor they will be greeted with a state-of-the art hologram display showing off-pitch fit products in 3D that will be available throughout the store. Sports Direct have really gone above and beyond to make sure you have a shopping experience like no other!

Address: 150/154 Oxford Street, London W1D 1ND
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Written by Jordan Crowley