Sports Direct Opens Dublin Everlast Gyms+

Frasers Group opened a new Sports Direct Everlast Gyms+ flagship store in Dublin on 25 July. The group invested over €80 million in the 85,000 sq ft location, creating 75 new jobs.

The store occupies the former Debenhams unit on Henry Street. This marks the first time the Everlast Gyms concept has been launched outside the United Kingdom.

A Four-Storey Retail and Fitness Hub

The Dublin flagship spans four floors. Sports Direct retail occupies the first three levels, featuring brands like Nike, Adidas, Under Armour, Hugo, Lacoste, and Tommy Hilfiger. The store has reimagined its running, outdoor, and football sections to offer a more engaging shopping experience. A new footwear delivery system uses a dumbwaiter to move products between floors.

Lauren Barrie, Frasers Group's chief retail officer, said Dublin was chosen because it is "a strong retail market with a real connection to sport." She stated the group already has over 45 Sports Direct stores in Ireland and this flagship aims to build on that foundation for future growth.

The fourth floor is dedicated to a 25,000 sq ft Everlast Gyms+ facility. Barrie described it as a complete fitness destination for training, recovery, and refuelling.

Localized Brand Partnerships and Features

The gym introduces several firsts for Ireland, including the country's inaugural Hyrox performance center. A partnership with Nike Strength provides signature equipment and enhances class concepts like Hustle and the Everlast lifting club. Myprotein offers smoothies, supplements, and social spaces.

Barrie emphasized tailoring the store to the local market. A dedicated Gaelic Athletic Association (GAA) zone supports Irish sport. The store also marks the official launch of Hoka in Sports Direct. The Hyrox performance center allows the local community to train professionally ahead of the Hyrox Dublin event later this year.

Frasers Group's Elevation Strategy

According to Barrie, the Dublin store represents the group's "elevation strategy brought to life." The strategy is built on sports, premium, and luxury pillars. The flagship brings together global sports brands and premium labels like C.P. Company in one destination.

Barrie insisted Sports Direct is not simply replicating the same store in every market. She said the proposition is adapted to reflect local consumer needs and expectations, crediting the local teams as the backbone of the customer experience.

The store is designed to be a comprehensive destination. Customers can shop, train, eat, work, and spend time there. It aims to be more than just a place to buy sportswear.