Sports Direct opens latest megastore in Manchester

Sports Direct has opened a 30,000 sq ft store across two floors at Manchester’s Trafford Palazzo – linked to the main Trafford Centre by a footbridge – which also incorporates Frasers Group’s USC and Game within the new location.

The new opening, which has created 80 new job opportunities, increases Sports Direct’s presence in Manchester, having opened at flagship at the Arndale Centre in March 2023.

Shoppers can explore the latest in sports and leisurewear from brands including Nike, Adidas, Puma, Under Armour, New Balance, Asics, Skechers and Jordan, with dedicated areas for different sports and options for men, women and kids.

Sports Direct’s ‘Outdoor’ and ‘Running’ concepts "provide an engaging and educational experience", allowing customers to test products in a "dynamic, hands-on environment".

Dedicated areas feature specialist brands such as On Running, Brooks and Saucony in the run category and The North Face and Columbia in the outdoor-focused area.

The in-store USC area is carrying lifestyle apparel and footwear from brands including Lacoste, Barbour International, HUGO, UGG, Levi’s and Steve Madden.

Lauren Barrie, Head of Retail at Frasers Group, said: "The opening of Sports Direct at Trafford Palazzo underscores our commitment to bring customers the best sports retail experience.

"As part of our ongoing elevation strategy, we’re opening impactful stores that showcase our global brand partners and deliver personalised, immersive shopping experiences. Designed with our customers in mind, stores like Trafford Palazzo help us lead in sports retail."

Trafford Palazzo, formerly Barton Square, is described as an "experiential destination" in the region, offering a diverse range of stores and attractions such as Primark, Legoland Discovery Centre, Sea Life, Archies Atomic and King Pins, alongside London’s "most Instagrammable" all-pink café, EL&N, which made its debut at Trafford Palazzo as the brand’s first UK location outside of the capital.