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Sports Direct is opening a brand new flagship store, in the heart of Birmingham, bringing a modern, innovative and stylish experience to the city, following an investment of over £10million.

Located on New Street and spanning four floors, the supercharged store will be the ultimate lifestyle destination for shoppers. Home to USC, GAME, Evans Cycles and a Belong esports arena under one roof, Sports Direct Birmingham will combine interactive experiences and unrivaled product choice for customers, helping to uphold the legend by each.

USC will have a dedicated in-store space, offering trend-oriented customers the chance to shop the most iconic high-end lifestyle brands in one space, while GAME and Belong will offer the latest gaming consoles and accessories as well as an enhanced gaming and social experience in the city center. Evans Cycles will also offer a market leading selection of bicycles, parts, accessories and apparel, as well as a fully equipped bicycle workshop service.

The store’s cutting-edge innovations include a bra studio, featuring a unique multi-brand bra finder designed to help women find the right bra for their sport; specialized sports areas including a permanent golf putting green, running gait analysis and Jordan basketball performance challenge, as well as a My ID personalization area where customers can have products personalized with limited edition designs.

The store launch also coincides with Sports Direct’s spring running campaign, ‘to put on’, which aims to bring a new perspective on the meaning of “fast.” In-store tech will bring the stories of real runners across the UK to life, showing it’s not just about PB and distances covered – it’s about making running accessible to everyone.

Michael Murray, Managing Director of Frasers Group, continues to be at the forefront of the brand’s monumental transformation and has led the development of Sports Direct’s strategy.

Speaking of the opening, Michael says: “As Sports Direct continues to evolve and grow, we are delighted to open our second flagship store in Birmingham. As one of the UK’s largest cities, Birmingham follows on from our first flagship store in London and brings with it a significant investment in the city, as well as an unparalleled supply of sports and fashion under one roof.

“Sport starts at Sports Direct; and as the premier destination for sports and lifestyle, we work collaboratively with our brand partners such as Nike for Sports Direct and CP Company for USC, to inspire our consumers with the best product choices and experiences in our flagship stores.

Birmingham is the second flagship venue to open, following the success of Sports Direct’s first flagship on London’s Oxford Street, which reopened after an impressive £10million renovation last year. The flagship strategy is a brand new proposition for Sports Direct, bringing the best of sport to the consumer with unrivaled product choice and world-class experiences through Sports Direct’s new design and brand vision.

Sports Direct’s parent company, Frasers Group, is committed to raising the bar for retail with investment and expansion plans already announced for this year, with Sports Direct’s flagship product opening at Manchester later this year.

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