Leading international sports retailer, Sports Direct, has made its African debut with two store openings in Kenya. Located in the country’s capital at Sarit Centre and Galleria Mall, the new stores mark a major milestone in Sports Direct’s global expansion, bringing its multi-brand retail proposition to a new market and driving forward its ambition to become the number one sports retailer internationally.
Spanning 930 sqm at Sarit Centre and 725 sqm at Galleria Mall, the stores offer an extensive selection of some of the world’s best sports and lifestyle brands, including Nike, adidas, Under Armour, PUMA, New Balance and ASICS. Catering to men, women and children, the stores bring together performance, training and lifestyle with dedicated areas set out for various sports categories.
Both stores feature Sports Direct’s signature Running, Football and Outdoor Concepts which combine specialist product ranges, expert advice, and digital tools to offer customers a tailored shopping experience. The stores will also showcase Frasers Group’s own-brand portfolio, Everlast, Slazenger, Karrimor, Jack Wills, and USA Pro. Spanning sport, fitness, fashion and outdoor, these brands complement the broader offering, providing customers with greater choice across categories and styles at accessible price points.
Sports distributor Hudson Group recently opened Nike’s first flagship store in East Africa, commenting on Sports Direct’s expansion, Hudson Group’s Chief Executive Officer, Chris Muscat said: “We are incredibly proud to reach a significant milestone for Hudson Group and an important moment in our partnership with Frasers Group with the opening of two Sports Direct stores in Kenya.
Through these openings we have changed the landscape of sports retail in Nairobi, offering a large format dedicated sports retail experience that gives the Kenyan customers access to world-class sports brands combining leading sports brands as well as more accessible and affordable offerings. This unique proposition in Kenya’s sports retail sector was made possible through Hudson’s extensive experience in the region and Frasers’ ambitions to bring large format retailing to Africa in the sporting goods sector.
We are incredibly proud of our teams and partners for bringing this vision to life and look forward to building on this momentum as we expand Sports Direct across Africa.”
To celebrate the store openings, a three-day Sports Village took place at Galleria Mall from Friday 30 October to Sunday 1 November. The sports festival featured interactive activations from key brand partners, including a Nike 100m Speed Challenge, an adidas 3v3 Football Challenge and Everlast training sessions. A live DJ and prizes added to the programme, creating opportunities for customers to engage with the brands and experience sport in a dynamic, interactive setting.
Visit Sports Direct at:
Sarit Centre, Lower Aka Tee Road, Nairobi, Kenya
Galleria Mall, Langata Road, Nairobi, Kenya.
For more information, please contact: [email protected]
About Sports Direct
Sports Direct is a leading international retailer of sports and fitness footwear, clothing, and equipment. A brand driven by purpose; our mission is to use the powers of sport to champion the legend in everybody. Whatever your sport, whatever your style, and whatever your ambition, we offer the quality and choice to make everyone feel like a winner. Whether it’s football, running, training, boxing, walking, dance, cycling or swimming, we aim to serve, support, and inspire with products that bring out the best in everyone. What started as a high-street store has evolved into the ultimate destination for sport and fitness, serving millions of customers every week across more than 30 countries.
About Frasers Group
Frasers Group started as a small store in Maidenhead in 1982 and from there, grew to become a global powerhouse. As the business evolved, 2019 saw the rebrand of Sports Direct International to Frasers Group plc; a reflection of the Group’s growth and change in market identity. Led by Chief Executive Michael Murray, the business is set on a formidable upwards trajectory as it continues to expand with its pioneering approach to retail. Frasers Group provides consumers with access to the world’s best Sports, Premium and Luxury brands with a vision to build the planet’s most admired and compelling brand ecosystem. As a leader in the industry, Frasers Group is committed to rethinking retail by driving digital innovation and providing unique store experiences to its consumers globally.
About Hudson Holdings
Hudson Group is a leading retailer, distributor, and service provider specializing in sports and fashion. Representing globally renowned brands such as Nike, Tommy Hilfiger, Calvin Klein, Kiabi, Sport Direct, Mango, Armani Exchange, Columbia, Converse, Crocs, Urban Jungle, EA7, and Urban Bratz, Hudson has established itself as a key industry player. Headquartered in Burmarrad, Malta, Hudson operates retail stores in Italy, Morocco, Algeria, Nigeria, Cyprus and Greece. Though officially founded in 2006, its roots trace back to 1987, when the first pair of Nike shoes was sold in Malta. Today, Hudson manages nearly 90 stores across Africa and Southern Europe and maintains a strong distribution network spanning over 30 African territories, particularly for Nike
products. With a diverse team of over 1,000 employees from more than 50 nations, Hudson continues to drive brand equity, retail innovation and expansion across its markets.