Sports Direct will open the doors to its fourth flagship in Cardiff today, which sees the sports retailer unveil its new outdoor concept.
Customers can find ideal outdoor footwear to suit their needs through filtered, catered product recommendations.
The specialist zone features a terrain tester, weighted bags, a lacing and packing guide, as well as 60-day free trial of fitness app Strava, exclusive to Sports Direct customers visiting the Cardiff store.
The 60,000sq ft store, which spans across three floors, also features specialist sporting areas for Sports Direct’s football, rugby, running categories, as well as dedicated areas for Game, USC and Evans Cycles.
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Customers will also be able to shop from brands including The North Face, Columbia, Salomon, Karrimor and the retailer’s newest brand partner, On.
Frasers Group managing director of Sport Ger Wright said: “As we continue to elevate our unique proposition, the opening of our new Cardiff flagship store marks the launch of our eagerly anticipated new outdoor category concept as it continues to be a growing area of interest for our consumers.
“As the appetite for outdoor adventurers increases, we want to provide our consumers with an unrivalled retail experience through trail running, trekking, hiking and beyond.
“Driven by the strength of our expansion into Europe, the engaging and innovative outdoor concept supports our mission to become the number one sporting goods retailer in EMEA.”
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