Store gallery: Sports Direct’s new outdoor sports concept store in Cardiff

The 60,000 sq ft space, across three floors, debuts the retailer’s outdoor sports concept alongside specialist sporting areas for football, rugby and running, with brands including Nike, Adidas, Puma, Under Armour, New Balance and Asics.

The store is the sports retailer’s fourth flagship in the country and is designed to be the go-to destination for outdoor shopping as the category rises in popularity among Gen Z.

The space houses the latest innovations from popular outdoor brands such as The North Face, Columbia, Salomon and Sports Direct’s own brand Karrimor and has designated areas according to consumer needs.

These include a base camp where customers can test out outdoor shoes on various terrains, shop for bags that are pre-weighted to support expeditions and learn from interactive digital mannequins.

Frasers Group managing director for sports 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.”