Sports Direct is opening a brand-new flagship store in the heart of Birmingham, with the £10m investment sent to totally transform the city centre with an innovative and immersive shopping experience.

Located on New Street and taking over four floors, the supercharged store will be the ultimate lifestyle destination for customers in 0121.

With USC, GAME, Evans Cycles and a Belong esports arena all under one roof, Sports Direct Birmingham will combine interactive experiences and unrivalled product choice for customers as part of a multi-faceted, 60,000 sq. ft space.

USC will have a dedicated area in-store, with a slew of some of the most iconic premium lifestyle brands in one space, whilst GAME and Belong will offer the latest games consoles and accessories alongside an enhanced gaming and social experience in the city centre. Evans Cycles will also offer a market-leading selection of bikes, parts, accessories, and clothing, together with a fully equipped bike workshop service.

State of the art store innovations include a bra studio, specialised sporting areas including a permanent golf putting green, running gait analysis, and Jordan basketball performance challenge, as well as a ‘My ID’ Customisation area where customers can have products customised with limited edition designs.

The launch of the store also coincides with Sports Direct’s spring running campaign, ‘Get Set’, which seeks to provide a fresh perspective on the meaning of ‘fast’ while making running accessible for all.

Get your first look inside store below and head to the Sports Direct website for more information.