The British retailer Lillywhites, which is owned by Sports Direct, has opened a new concept on the top floor of its store at Piccadilly Circus in London. The 800-square-foot space is called the London Fight Zone and targets boxers and fans of mixed martial arts. It sells a range of training gear from brands such as Lonsdale, Everlast, Adidas, Tap Out, Title, UFC, Rival, Cleto Reyes and Queensberry.

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