Sports Direct opens flagship Cardiff store

Sports Direct has opened a flagship store at Queen Street, Cardiff today, its fourth location in the city.

Spread over three floors, the 60,000 sq ft store will be among the first to feature the retailer’s new outdoor concept.

The new specialist outdoor zone will include features such as a terrain tester for footwear, weighted bags, a lacing and packing guide, and interactive digital mannequins.

The store will also feature the retailer’s football, rugby, and running categories, and will host dedicated areas for the GAME, USC, and Evans Cycles brands.

Ger Wright, Frasers Group managing director of Sport, said: “As we continue to elevate our unique proposition, the opening of our new Cardiff flagship store marks the launch of our eagerly anticipated new outdoor category concept as it continues to be a growing area of interest for our consumers.

“As the appetite for outdoor adventurers increases, we want to provide our consumers with an unrivalled retail experience through trail running, trekking, hiking and beyond.

“Driven by the strength of our expansion into Europe, the engaging and innovative outdoor concept supports our mission to become the number one sporting goods retailer in EMEA.”