A retail destination that goes beyond sport

The first new Flagship for Sports Direct opened in Thurrock in 2018 with the intention to create an elevated shopping experience for the customer. Located in a prime spot, adjacent to Lakeside, the multi-million-pound site spans over 100,000 sq. ft. and houses a range of highly recognised sports brands such as Nike and Adidas including a collection of stylish fashion brands too.

The new concept was developed by The One Off in collaboration with Nike where all the traditional principles of the Sports Direct brand were challenged, aiming to elevate stores, to offer an improved product and retail experience.
The brief encouraged brand personalisation but within the guidelines of remaining simple and flexible which was very important to the overall design and execution.

The generic fixture system was developed to make it easier for customers to shop the store and allow brands to showcase their product in the best way.
This is demonstrated further with improved in-store signage and navigation.

The premium space also includes dedicated lifestyle areas showcasing the latest video technology and immersive experiences for the customer to get involved with. Showcasing an Everlast gym with the state-of-the-art equipment, recharge areas for men and women and an urban inspired kids zone too. In addition is a recreated concept for the USC fascia, known as ‘US collective’ and designed by Brinkworth.

Michael Murray who is Head of Elevation at Sports Direct said:

“We are working to create the ultimate shopping destination for the lifestyle consumer, spanning football boots all the way to luxury fashion. The premium space we have developed at Thurrock enables us to give customers a compelling and diverse opportunity to shop”.

This store was the first in a programme of stores where the Sports Direct brand continue to develop their strategy and promote their retail presence developing not only their in-store offering but their products, marketing, and social media too.

To be involved in the first development store that formed part of a new retail programme for Sports Direct was a fantastic opportunity. We enjoyed collaborating with both design agencies to assist in bringing the concept to life in a new and improved environment. We continue to work alongside the brand to develop their retail presence.