The sports retailer has revamped the ground floor and extended the first floor at the Oxford Circus shop to accommodate a dedicated area for football boots and clothing.
On the ground floor, an area dubbed the Boot Room features a double-height space in dark wood, suspended white illuminated ceiling panels and black and white graphics of footballers.
Shoppers on the first level can visit the football ID room, where equipment can be personalised and a display of a mannequin football team has been installed in the rear of the area.
Other parts of the multi-level store are still undergoing refurbishment and are scheduled to open later this year.
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