Sports Direct has opened a new three-storey flagship store in Liverpool that blurs the line between shopping, training and performance.

The 65,000 sq. ft. location on Church Street features an Everlast Gym+, a HYROX Performance Centre – the first of its kind in the city – and dedicated spaces for recovery, community workouts and brand experiences.

To celebrate the launch, Sports Direct hosted a three-day festival of sport and culture from October 16–18, bringing together elite athletes, local fans and major brands including Nike, adidas, On, and Under Armour.

Elite Athletes and Live Experiences

Across the weekend, fans will see appearances from Liverpool and Everton FC players, the England Women’s Rugby Team, and England goalkeeper Jordan Pickford.

Visitors will have the chance to joi

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