// Sports Direct opens its brand new flagship store in the heart of Birmingham, investing £10m in the UK high street
// Specialist areas within the store include, a permanent golf putting green, running gait analysis, and more
Sports Direct has opened the doors to its 60,000 sq ft flagship store on Birmingham’s New Street.
The new location will be the first flagship to house USC, Game, Evans Cycles and a Belong esports arena under one roof.
Specialist areas within the store include, a permanent golf putting green, running gait analysis, a bra-fitting studio and a Jordan basketball performance challenge.
The Sports Direct store has seen an investment of over £10m and will bring a “modern, innovative, and sleek experience” to the city.
Dedicated areas have been set out for football, running, outdoor and specialist sports, alongside men’s, women’s and kidswear.
Frasers Group CEO Michael Murray said: “As Sports Direct continues to evolve and expand, we’re excited to be opening our second flagship store in Birmingham,”
“As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof.”