Sports Direct has launched a new outdoor sports concept as it opens its fourth flagship store in Cardiff, Wales.

Sports Direct Cardiff

The new store is designed to take the “outdoor shopping experience to new heights” and carries the latest innovations from popular outdoor brands including The North Face, Columbia, Salomon and Sports Direct’s own brand Karrimor.

The sports retailer said it is looking to become the go-to destination for all outdoor gear as the popularity of the category increases among Gen Z.

The Cardiff flagship also features specialist sporting areas for football, rugby and running with brands including Nike, Adidas, Puma, Under Armour, New Balance and Asics. 

Frasers Group managing director for sports Ger Wright said: “As we continue to elevate our unique proposition, the opening of our new Cardiff flagship store marks the launch of our eagerly anticipated new outdoor category concept as it continues to be a growing area of interest for our consumers.

“As the appetite for outdoor adventurers increases, we want to provide our consumers with an unrivalled retail experience through trail running, trekking, hiking and beyond.

“Driven by the strength of our expansion into Europe, the engaging and innovative outdoor concept supports our mission to become the number one sporting goods retailer in EMEA.”