Sports Direct Brings a New Era of Sports Retail

• Sports Direct opens a new and elevated 50,000 sq. ft store in Milton Keynes’ Midsummer Place Shopping Centre.

• Spanning two floors, this store will serve as the ultimate sports destination in the area, housing the world’s best sports and leisure brands alongside Frasers Group’s USC, Evans Cycles, GAME, and Jack Wills.

• Sports Direct Milton Keynes unveils the all-new Home Sport department, which offers more choice to consumers by seamlessly bridging the gap between online and in-store shopping experiences, alongside the first-in-the-UK Nike Strength range.

23 November 2024, Frasers Group plc has opened the doors to Sports Direct’s latest store, located in Milton Keynes’ Midsummer Place Shopping Centre. The move to a larger destination underscores the Group’s ongoing commitment and investment to delivering innovative and engaging experiences for local communities.

Set across two floors, and 50,000 sq. ft, this store acts as the pinnacle sports destination in Milton Keynes, boasting the world’s best sports and leisure brands, including Nike, Adidas, Under Armour, Puma and ASICS, as well as Frasers Group’s USC, Evans Cycles, GAME and Jack Wills. This store is the first UK retailer to showcase Nike Strength, a premium training equipment range designed to empower athletes of all levels. By bringing Nike Strength to Sports Direct’s evolving brand offerings, we not only reinforce our influence in the industry but also demonstrate our unwavering commitment to providing unparalleled choice for fitness enthusiasts and setting bold new standards in sport.

Sports Direct’s new Home Sport Department makes its debut at this store, featuring integrated digital touchpoints that allow customers to shop for products only available online. Products such as snooker and pool tables, trampolines, treadmills, tents, and gym equipment are now easily accessible. This innovative concept ensures a seamless connection between in-store and online shopping, broadening access to Sports Direct’s extensive product range.

Ger Wright, Managing Director of Sports at Frasers Group comments, "The opening of Sports Direct Milton Keynes reflects our continuous ambition to deliver new, elevated experiences to consumers as part of our ongoing growth strategy. This store combines leading sports brands with specialist zones, including our new Home Sport department, establishing it as the ultimate destination for sporting goods in Milton Keynes.” The store is tailored to both sporting enthusiasts and newcomers alike, housing a wide selection of men’s, women’s, and kidswear products across various sport categories. Customers can discover Sports Direct’s newly launched Outdoor Concept, as well as its Running Concept, which features a running gait analysis machine to help customers find the right product for their running journey.