{"id":165233,"date":"2021-06-28T12:49:51","date_gmt":"2021-06-28T12:49:51","guid":{"rendered":"https:\/\/www.theindustry.fashion\/sports-direct-opens-new-retail-destination-in-leicester\/"},"modified":"2021-08-12T11:42:35","modified_gmt":"2021-08-12T11:42:35","slug":"sports-direct-opens-new-retail-destination-in-leicester","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/sports-direct-opens-new-retail-destination-in-leicester\/","title":{"rendered":"Sports Direct opens new retail destination in Leicester"},"content":{"rendered":"
Sports Direct is continuing with its ongoing elevation strategy with the opening of a new\u00a035,000 sq ft retail destination in Fosse Park, Leicester.<\/strong><\/p>\n <\/p>\n The site features the brand's new retail design concept and incorporates a\u00a0Sports Direct, USC, Evans Cycles and GAME as well\u00a0as a Belong Gaming Arena.<\/strong><\/p>\n Michael Murray, Group Head of Elevation at Sports Direct parent Frasers Group said: \u201cThis new store in Leicester,\u00a0demonstrates Frasers Group's confidence in our elevation strategy<\/strong> and commitment to opening new\u00a0stores in key destinations throughout the UK.<\/p>\n \"We are the leading destination for sportswear and are\u00a0committed to meeting the demands of an ever more sophisticated consumer<\/strong> who is increasingly\u00a0looking for only the very best brands and an enhanced shopping experience on the high-street.\u201d<\/p>\n\n Brands featured at Sports Direct include\u00a0Nike, Adidas, Under Armour,\u00a0Asics and Puma,<\/strong> across men's, women's and children's. USC offers a mix of\u00a0premium branded denim, urban fashion, accessories and footwear from brands, including\u00a0Champion, Levi\u2019s, Hilfiger Denim,\u00a0Lacoste and Calvin Klein.<\/p>\n The opening of the Leicester store comes on the heels of the re-opening of Sports Direct's Oxford Street flagship, which has undergone a \u00a310m refit<\/a> and features a number of in-store innovations, including a customisation area, a FIFA Gaming area, an Infinity Mirror Cube and a 3D Motion Hologram greeting shoppers on arrival.<\/p>\n