Frasers Group has unveiled its Sports Direct and Everlast Gyms+ flagship store in Dublin, Ireland. Located in the former Debenhams unit on Dublin’s Henry Street, the launch brings the retailer’s integrated retail and fitness proposition to Europe for the first time. This aims to reinforce the company’s ‘Elevation Strategy’ and international expansion plans.
The destination spans 85,000 sq ft across four floors, bringing retail and performance fitness together under one roof.
Michael Murray, Chief Executive Officer at Frasers Group, said “Building on the momentum of our Elevation Strategy, the opening of this Dublin flagship is another defining milestone for Frasers Group. As our first integrated Sports Direct and Everlast Gyms flagship in Europe, it reflects our ambition to accelerate international growth while delivering an unrivalled retail and fitness experience.”
Marking the latest phase of growth in Ireland for Frasers Group, the new Henry Street flagship redevelopment includes an almost twofold expansion of Zara’s store as a key tenant, alongside the Sports Direct and Everlast Gyms+ facilities.
Backed by an investment of more than €80 million across the refurbishment and fit out, the project will create over 75 new roles while helping to drive the continued regeneration of Dublin city centre.
Dublin was chosen for the development due to its sporting heritage and strong sense of community. The store will stock international brands alongside local sporting categories such as GAA (Gaelic Athletic Association). This builds on Sports Direct’s commitment to supporting local Irish sport, including grassroot GAA clubs, GAA Cork, GAA Louth Women’s Irish Open, and sponsoring the Dublin Marathon.
Spanning 60,000 sq ft, Sports Direct Dublin occupies the first three floors of the building, giving customers access to sports brands such as Nike, Adidas, Under Armour, On, Columbia, and The North Face across men’s, women’s, and kids-wear.
Coinciding with the Dublin opening, the launch also marks the official arrival of HOKA in Sports Direct stores, strengthening the retailer’s position as a strategic partner for major sports brands.
In addition to retail space for Frasers Group own brands Everlast and Slazenger, customers can shop lifestyle and denim brands at USC, such as HUGO, Lacoste, Tommy Hilfiger, and C.P. Company, as well as gaming items at GAME.
Designed to enhance the customer journey, Sports Direct’s signature Running, Outdoor, and Football concepts have been reimagined. This includes a gait analysis machine offering footwear recommendations based on foot structure and running style.
Complementing the experience is a footwear delivery system using a dumbwaiter to streamline product collection from storage to the shop floor.
Situated on the top floor is the 25,000 sq ft Everlast Gyms+ Dublin, marking the brand’s debut outside of the UK.
Serving as Ireland’s first official HYROX Performance Centre (HPC), Everlast Gyms+ Dublin features specialist performance turf and tailored programming designed to train competing athletes. It is also the first gym internationally to receive Centr’s limited-edition white Elite-15 competition-grade equipment to simulate HYROX race-day conditions.
Additional key features of the gym facility include:
- Reformer Pilates Studio: A boutique studio with 16 Allegro 2 reformer beds, delivering low-impact training.
- Recovery Space: A restorative space featuring three Brass Monkey ice baths and an herbal sauna, designed to support post-training recovery.
- Nike Strength: As Everlast Gyms’ official strength partner, members have access to ‘Nike Grind’ equipment made using upcycled shoe manufacturing materials. Nike Strength is also integrated within Everlast Gyms’ programming, with signature class training concepts, HUSTLE and Everlast Lifting Club, both powered by Nike Strength.
- Myprotein Kitchen: A café, lounge, and co-working space offering freshly blended smoothies and nutrition products to support members during training.
- Myzone and InBody: Integrated Myzone coverage and InBody scanning to provide visibility over member workouts.
Everlast Gyms+ Dublin also features group training concepts such as HUSTLE and Everlast Lifting Club powered by Nike Strength, as well as CRANKED and BREATHE, each designed to optimise cardio, strength and conditioning, endurance, and recovery.
To celebrate the official opening on July 24, 2026, Sports Direct and Everlast Gyms+ hosted consumer activations over the launch weekend.
The first 250 customers received goodie bags featuring prizes from sports brands such as Nike, Adidas, New Balance, On, Salomon, Brooks, HOKA, ASICS, and Everlast.
The weekend featured an AR Gaelic football simulator challenge attended by GAA players Sinéad Wylde, Lauren Magee, Chris McMorrow, and Brian Hayes, a 100m treadmill dash, a HOKA prize wheel, a PUMA Ski Erg challenge for HYROX Doubles tickets, and Nike’s Fast Feet Challenge.
Everlast Gyms also hosted a boxing masterclass and Q&A with Irish boxer Adam Olaniyan, alongside local run club events hosted by New Balance, Adidas, and ASICS.
www.frasers.group
www.everlastgyms.com
www.sportsdirect.com
