Sports Direct Unveils Liverpool Flagship: A New Era for High Street Retail and Fitness

Frasers Group has unveiled its monumental new Sports Direct flagship store in Liverpool, a sprawling 90,000 sq ft, three-storey retail and fitness complex situated on Church Street. This significant opening for its primary sports retail brand is not merely a store, but a comprehensive destination that includes a dedicated Everlast Gym+. The group hails the Liverpool store's debut as a pivotal moment in the brand's evolving vision, aiming to redefine the future of the British high street by creating spaces where consumers can both shop and engage in physical activity.

Michael Murray, CEO of Frasers Group, underscored the scale of this investment, describing it as "arguably the most ambitious retail investment in Liverpool by any UK business." The parent company further elaborated that these newly enhanced Sports Direct stores are meticulously designed to cater to the modern consumer's lifestyle, integrating shopping, training, and wellness into a singular experience. This Liverpool flagship represents the next phase of the ongoing "Elevation Strategy," under which over 50% of Sports Direct's stores have already been transformed into multipurpose hubs offering everything from shopping to immersive sports experiences under one roof.

The retail component of the new store brings together an impressive array of leading sportswear powerhouses such as Nike, Adidas, Under Armour, Asics, On, and Puma. It also seamlessly incorporates contemporary fashion brands including CP Company, Hugo, Levi’s, New Balance, and Paul Smith. Each of the three floors is thoughtfully zoned by sport and training type, guiding customers through dedicated sections for running, football, swimming, outdoor adventure, and racket sports, ensuring a tailored shopping journey.

A standout feature of the Liverpool flagship is the integrated Everlast Gym+, which occupies the entirety of the third floor. This state-of-the-art facility boasts the UK’s first Hyrox Performance Centre, establishing the flagship as one of the premier Hyrox training locations globally, in line with the fitness competition brand’s surging popularity. Beyond Hyrox, the gym also offers a Reformer Pilates Studio and a dedicated Recovery Zone. This exclusive recovery suite provides access to advanced amenities like Brass Monkey ice baths, herbal and dry salt saunas, all within a modern, elevated space designed for optimal post-training rejuvenation.

Further enhancing the customer experience, the store incorporates several innovative concepts. These include Sports Direct’s Running Concept, designed to assist consumers in finding the ideal products for their running pursuits, and an Outdoor Concept that leverages advanced technology and information sharing to educate customers on products and outdoor activities. A key innovation at this new flagship is the Women's Training Concept, offering a curated retail space coupled with a brand-led experience. Interactive elements are also present, such as the Under Armour Agility Test – an immersive, high-energy activation bringing the brand’s training ethos to life – and an Adidas Football Skill Zone. Additionally, an Evans Cycles’ space is integrated, providing a comprehensive selection of bikes, parts, accessories, and clothing.

Murray concluded by highlighting the success of the Elevation Strategy, stating, “Liverpool is a case study of how our Elevation Strategy is winning. It’s where ambition meets execution: a destination that showcases our strategy’s momentum.” He emphasized that each new opening is not just about adding stores, but about transforming the retail landscape, creating spaces that invigorate communities and redefine the high street experience. He also pointed out the significant economic impact in Liverpool, noting that over 220 new retail roles have been generated between 2022 and 2025 through the flagship openings of Flannels, Sports Direct, and Everlast Gyms+ in the city centre, representing a substantial 213% uplift in staffing. Murray affirmed that no other retailer has matched this scale of investment or long-term commitment to Liverpool, a strategy that is actively contributing to the wider economic and cultural revival of the city’s high street.