Frasers Group has opened an 85,000-square-foot integrated Sports Direct and Everlast Gyms+ flagship on Henry Street in Dublin, introducing the combined retail and fitness format outside the UK for the first time. The opening, which takes over a former Debenhams site, also marks the official launch of Hoka in Sports Direct stores. 

“The brand that turned maximum cushioning into a running movement has officially landed at Sports Direct, bringing a line-up built for every kind of run – from those early morning miles before work to weekend adventures where you come home with mud on your socks and a story to tell,” the retailer announced in a recent media release.

Hoka is launching four models first, with two more joining the line-up later in September. The brand is currently available on the SportsDirect.com website.

The launch models include:

  • Clifton 11. Sports Direct called it the everyday go-to for Hoka.
  • Rincon 5. The retailer said it is designed for everyday miles with a lighter feel.
  • Torrent 5. Sports Direct said it is for runners who take the scenic route, alluding to the model’s trail heritage.
  • Arahi 9. Offering support, without the sensible-shoe stereotype, the retailer said in its announcement.

Sports Direct will roll out the Mach 7 and Speedgoat 7 models in September.

New Flagship is Another Defining Milestone for Frasers Group
The four-story location includes a 60,000-square-foot Sports Direct store spanning three floors, with a 25,000-square-foot Everlast Gyms+ facility on the top floor. Frasers acquired the site in 2022 and has invested a reported “€80 million in the refurbishment and fit-out of the wider building, including an almost twofold expansion of Zara’s store as a key tenant.” 

Michael Murray, chief executive officer at Frasers Group, commented: “Building on the momentum of our Elevation Strategy, the opening of this Dublin flagship is another defining milestone for Frasers Group. As our first integrated Sports Direct and Everlast Gyms flagship in Europe, it reflects our ambition to accelerate international growth while delivering an unrivalled retail and fitness experience.” 

Frasers cited Dublin’s sporting heritage and community as factors behind the choice of location. The Henry Street store includes product categories associated with Irish sport, including the GAA. Sports Direct has previously supported grassroots GAA clubs, GAA Cork, GAA Louth, the Women’s Irish Open and, most recently, the Dublin Marathon. 

The Sports Direct space features Sports Direct’s Running, Women’s Fitness, Outdoor, Kids and Bootroom in-store concepts. The brand mix includes Nike, Adidas, Under Armour, On, Asics, New Balance, Columbia and The North Face, in addition to Hoka. The store will also feature lifestyle and denim brands at a USC in-store shop, including Hugo, Lacoste, Tommy Hilfiger, and C.P. Company, as well as the latest in gaming at a Game shop. 

The footwear department uses a dumbwaiter delivery system to move selected products from the stockroom to in-store, intended to reduce collection times..

The Everlast Gyms+ member location combines strength and conditioning, functional fitness, group training, recovery services and nutrition. Additional features of Everlast Gyms+ Dublin include a Reformer Pilates Studio, its first “official Hyrox Performance Centre (HPC),” a dedicated Nike ‘Strength’ area with Nike ‘Grind’ equipment, and a recovery space with three Brass Monkey ice baths and a sauna. 

Image courtesy Sports Direct Dublin/Joas Souza