In Pictures: JD Sports unveils largest flagship store to date at Westfield Stratford City

JD Sports has opened its freshly revamped store at Westfield Stratford City, which now boasts an additional 4,000 sq ft of space compared to the previous store – making it the retailer’s biggest flagship store to date.

The expanded and enhanced shopping environment now showcases the latest collections from the likes of Adidas, Nike, New Balance, Under Armour and The North Face.

Throughout the spring season, the new and improved store will also host numerous activations, including competitions, customisation stations, and performance based challenges, brought to customers by JD Sports along with partners Crep Protect, Under Armour and New Balance.

Complete with a cutting edge digital uplift spanning across two floors, the store "promises to deliver a seamless and immersive shopping experience for sports enthusiasts and fashion aficionados alike", with expanded areas for footwear and apparel. There will also be store exclusive sneaker releases.

As part of the grand re-opening celebrations last Saturday, 20 April, JD invited Beta Squad - consisting of Chunkz, Niko Omilana, Aj Shabeel, Sharky and King Kenny -  "to create an unforgettable experience for visitors". The renowned YouTube collective captured exclusive social content and engaged with fans.

Shoppers who purchased footwear across the weekend were able to attend the JD Customisation Station, with the option to add custom heat press vinyl and alternative laces to sneakers free of charge.

Visitors to the new store were also entertained across the weekend with a series of sporting performances, including freestyle footballer Andrew Henderson, basketball freestyler Tarry Algar, and break dancers from Sky Cinema’s Breaking Point.