Sports Direct has just announced the opening of its brand new flagship store in the heart of Birmingham’s city centre.

Expanding on the success of the retailer’s first Birmingham location and revamped Oxford Street store, the 60,000 sq. ft space is set to bring a modern, innovative and sleek experience to the city and will be the largest Sports Direct store to date.

The concept store—which is set to house USC, GAME, Evans Cycles and a Belong esports arena all under one roof—aims to ignite the champion inside all of us by serving, supporting and inspiring consumers with products that bring out the best in everyone. Spanning four floors, visitors will be able to explore curated activation spaces and interactive experiences, as well as dedicated areas which have been set out for football, running, outdoor and specialist sports, alongside menswear, womenswear and kidswear.

The Birmingham flagship will also feature a dedicated bra destination, where customers will be able to use a unique multi-brand bra finder tool, which is a UK retail first (after Oxford St store),  to find the right bra for their sport, as well as a customisation space and a specialised sporting areas range, which includes a permanent golf putting green, running gait analysis and Jordan basketball performance challenge. 

Ahead of the opening, Michael Murray, Chief Executive of Frasers Group, told Complex: “As Sports Direct continues to evolve and expand, we’re excited to be opening our second flagship store in Birmingham. As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof. Sports starts at Sports Direct, and as the leading destination for sports and lifestyle, we work collaboratively alongside our brand partners such as Nike for Sports Direct and CP Company for USC, to inspire our consumers with the best product choices and experiences through our flagship stores.”

The launch of the store also coincides with Sports Direct’s spring running campaign, Get Set, which seeks to provide a fresh perspective on the meaning of ‘fast’. In-store technology will bring to life the stories of real runners across the UK, showing it’s more than just PBs and distances covered—it’s about making running accessible for all.

Take a closer look at the store below and head to the Sports Direct website for more information.