It was just after the pandemic began, when Oxford Street’s flagship sports retailer, Sports Direct, temporarily closed down. As consumers wondered what was next for the retailer and also the high street, Sports Direct reopened with a huge revamp following a 10 million pound refurbishment. 

Sports Direct first opened it’s doors to Oxford Street shoppers in 2014; and has now been given a more “modern” look, with the aim of providing customers with a unique shopping experience. The new store is installed with digital technology, which features holograms of the latest trainers and a virtual selfie mirror so customers can appear in their favourite football team strips. 

As well as a shopping experience, a new gaming area has been added to the store, so visitors can compete in a game of FIFA. PlayStation accessories will also be available to purchase in-store. If you’re a basketball lover, the new “jumpman zone” will be suitable for you – jumping as high as you can whilst getting a video of it sent straight to your phone. Football kt customisation with emoji’s and 100 digital store screens are all part of the new experience. 

Sport Direct’s Group Head of Elevation, Michael Murray, says the company wants the shop to be the “best sports store in the world”. 

He went on to say: It is the most digitally enabled store we’ve ever done; it is really forward thinking”. 

This new and refreshed approach by sports direct could be the game-changer for sports store’s not only across London, but the UK. As retailers look for new life post-pandemic, Sports Direct are leading the way in bringing new life to retail and their customers.