Sweet music for sports brand fans in the site of the old HMV on Oxford Street as Sports Direct opens its new flagship store. The discount sports brand retailer has big stores already but this three floor testament to sporting testosterone celebrates every activity from fitness and training, through to trecking and fishing with a sizeable assortment of fashion thrown in for good measure. On its home turf of sportswear and performance footwear, a resounding victory can be anticipated as the familiar discount prices are supplemented with powerful brand statements, physically from floor to ceiling, and emotionally cementing band presence and authority from Adidas to Nike, from Lonsdale to Reebok, from Everlast to Slazenger. Every statement is large and dominant; football replica kits paint walls with familiar colours and motifs, categories of caps as far as the eye can see and department for bags and luggage that stretches to any destination. Perhaps even more impressive is the retailers away form, fielding appropriately a new, expanded and spectacular outdoors assortment, with Karrimor the star of the show from footwear to fleeces, supported admirably with everything from fishing rods to camouflage suits, and the decisive move into casual fashion with a dedicated denim department, Pulp t-shirts, fashion footwear brands and a surprise re-appearance of the SoulCal fashion brand. With a background team well on the ball and sporting services such as shirt and footwear customisation, this familiar face will be sending shockwaves through the sporting establishment.
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