As part of the chain’s “elevation strategy,” Sports Direct is reopening its flagship store on London’s Oxford Street, which it inaugurated in 2014, after a major £10 million (€1.2m-$1.4m) refurbishment carried out in the last six months during the recent Covid-related retail lockdowns. Two other flagship stores are due to follow in Birmingham and Manchester before the end of 2021. Sports Direct describes the revamped store in London as “the pinnacle” of its retail offering. Covering more than 50,000 square feet on four levels, it features “curated activation spaces and interactive experiences for consumers to explore.” Half of the ground floor is dedicated to women’s products, offering among others a bra studio created in collaboration with Nike along with what is being described as the first multi-brand bra selection tool in the U.K. A special section is dedicated to children’s wear, featuring a digitized foot measurement tool and a gaming station. Dedicated areas have been set up for football, running, outdoor and more specialized sports including golf and cricket. The basement houses a fashion store under the USC banner, which belongs, like Sports Direct, to Frasers Group. The project has been led by Michael Murray, Fraser Group’s “head of elevation.”