Sports Direct has opened a brand new flagship store in Birmingham.
The retailer's new branch has opened on New Street following an investment of more than £10 million.
The 60,000 sq ft store, which is set across four floors, boasts dedicated areas for football, running, outdoor and specialist sports alongside men's, women's and kidswear.
There are a number of specialist areas within the store too, including a permanent golf putting green, running gait analysis and a Jordan basketball performance challenge.
The Birmingham store is the first to house USC, GAME, Evans Cycles and a Belong esports arena under one roof. It is the second Sports Direct flagship store to open in the UK following the re-opening of the Oxford Street, London site last year.
Sports Direct's next flagship store is set to open in Manchester in late 2022.
Sports Direct's parent company Frasers Group says it is committed to 'raising the bar' for retail with investment and expansion plans already announced for this year.
Michael Murray, chief executive of Frasers Group, said: "As Sports Direct continues to evolve and expand, we're excited to be opening our second flagship store in Birmingham.
"As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof.
"Sports starts at Sports Direct; and as the leading destination for sports and lifestyle, we work collaboratively alongside our brand partners such as Nike for Sports Direct and CP Company for USC, to inspire our consumers with the best product choices and experiences through our flagship stores."
