Hudson Group has officially opened the doors to its second Sports Direct store in Malta, marking another significant milestone in the company’s continued investment in the local retail landscape. Located in the heart of Sliema Piazzetta, the new 500m² store welcomed its first customers on 16th July, bringing one of Europe’s leading sports retailers closer to shoppers in the northern region of the island.
Following the strong performance of the first Sports Direct store in Qormi, which opened in August 2025 and will soon celebrate its first anniversary, the new Sliema location has been strategically chosen to provide greater accessibility and convenience for customers living and working across the northern part of Malta.
Sports Direct has built its reputation as one of Europe’s leading sporting goods retailers, offering an extensive range of performance and lifestyle apparel, footwear and equipment for athletes, fitness enthusiasts and families alike.
Customers can shop an impressive selection of internationally recognised brands including Nike, Adidas, Puma, Under Armour and Asics, alongside Sports Direct’s trusted private labels such as Slazenger, Karrimor, Lonsdale and Everlast, brands that have earned their reputation through generations of sporting heritage and performance.
At its core, Sports Direct is committed to making sport more inclusive, affordable and accessible. Whether customers are taking their first steps into fitness, training for competition or simply looking for quality sportswear for everyday life, the retailer provides high-quality products at exceptional value for every age and ability.
Commenting on the opening, Chris Muscat, CEO of Hudson Group, said:
“The success of our first Sports Direct store demonstrated the strong demand for a world-class sporting retail experience in Malta. Opening our second location in Sliema is another important step in our long-term growth strategy and allows us to better serve customers across the northern part of the island. We are proud to continue bringing internationally recognised brands, exceptional value and an outstanding shopping experience to the Maltese market while encouraging healthier, more active lifestyles.”
The opening of Sports Direct Sliema also forms part of Hudson Group’s wider international growth journey for the brand.
Commenting on the expansion strategy, Fabio Iavarone, Group Retail Business Manager, said:
“The opening of our second Sports Direct store in Malta is another important milestone in a much broader growth journey. Malta has become a strategic market where we continue to refine the Sports Direct proposition, strengthen our operating model and build expertise that will support our international expansion.
At the same time, we are entering an exciting new chapter as we prepare to launch Sports Direct across Africa, with first opening in Kenya. Over the coming years, our ambition is to build one of the continent’s leading sporting goods retail networks, bringing the Sports Direct proposition to new markets.“
Beyond retail, both Hudson Group and Sports Direct remain committed to supporting local communities and grassroots sport through initiatives across football, running, training and fitness. The opening of the Sliema store further strengthens the brand’s presence in Malta while continuing to bring quality sporting products closer to customers.
“The opening of a store of this scale is the result of months of planning, coordination and hard work,” said Muscat. “We would like to thank every colleague, partner and contractor involved in bringing this project to life. Their commitment and teamwork have once again delivered an outstanding result.”
Hudson Group continues to invest in the growth of Sports Direct as part of its ongoing retail expansion strategy, strengthening the brand’s presence locally while building the foundations for future international growth.
The company has also confirmed that another exciting addition is on the horizon, with a brand-new H&M store set to open less than 200 metres away from Sports Direct Sliema in the coming months. Further details will be announced soon.
With its doors now open in Sliema Piazzetta, Sports Direct invites customers to discover the latest collections from some of the world’s biggest sporting brands, all under one roof. Whether you’re training, competing or simply embracing an active lifestyle, the new store offers everything you need to elevate your game.
The store is open daily from 10:00am to 8:00pm.