Sports Direct makes Nordic debut with new Helsinki flagship
Frasers Group has opened a 30,000 sq ft store at Citycenter Mall in Helsinki, Finland, marking its first opening in the Nordic region following the acquisition of Norwegian retailer XXL in the summer of 2025.
Spanning two floors, the store offers brands including Nike, Adidas, Puma, Under Armour, The North Face and Columbia across menswear, womenswear and kidswear.
The store also features Sports Direct’s signature Running, Football and Outdoor concepts, as well as a dedicated bike zone complete with a workshop providing servicing, maintenance and repairs.
Sports Direct Helsinki FI. Sports Direct. Shopping Centre Citycentre P.c/o Sponda Oy PL 940. Helsinki. Finland. FI-00101
Another key feature is Sports Direct’s cutting-edge gait analysis machine, which provides customers with personalised recommendations for the perfect running footwear based on their unique foot structure and running style.
The flagship is further complemented by USC, part of Frasers Group’s brand portfolio, offering a curated selection of premium and trend-led fashion, footwear and accessories from brands such as HUGO and Lacoste.
Sports Direct Helsinki FI. Sports Direct. Shopping Centre Citycentre P.c/o Sponda Oy PL 940. Helsinki. Finland. FI-00101
Lauren Barrie, Chief Retail Officer at Frasers Group, said: "Opening our first Sports Direct store in the Nordics marks an important milestone in our international growth journey.
"The region is a key strategic market for us, with a strong affinity for sport and outdoor activity, and we’re pleased to be bringing the Sports Direct proposition to customers in Helsinki."
Sports Direct Helsinki FI. Sports Direct. Shopping Centre Citycentre P.c/o Sponda Oy PL 940. Helsinki. Finland. FI-00101
With both XXL and Sports Direct now operating across the region, Frasers Group is well positioned to deliver stronger product availability, better value and a more compelling in-store experience for customers across the Nordics.
XXL was founded in Oslo in 2001 and operates more than 80 stores across Norway, Sweden and Finland, as well as the largest online sports store in the Nordics.
