01/06/2026
Nordics, Sports Direct has arrived.
Sports Direct has officially arrived in the Nordics with the opening of its first store in Helsinki. Spanning 30,000 sq. ft across two floors, the flagship brings together some of the world’s biggest sports and lifestyle brands, alongside dedicated Running, Football, Outdoor and Bike concepts built for Finland’s active lifestyle.
The store also features Frasers Group’s USC, offering a curated mix of premium fashion, footwear and accessories.
A huge milestone for the Group as we continue to expand our global footprint 🌍