British sports retailer Sports Direct has opened its first store in Dubai, located in Al Quoz, marking a significant milestone in the brand’s expansion in the MENA region.

The new Dubai store offers shoppers a wide selection of global sportswear brands, performance gear, footwear, and lifestyle apparel.

“This launch marks the beginning of an exciting new chapter as we bring one of the UK’s leading sports retail brands closer to customers in the Middle East,”  said Fadi Hazouri, VP of development of GMG. 

“We’re just getting started, and we look forward to expanding the Sports Direct footprint across the region in the months ahead.” 

The launch comes as part of a 10-year strategic partnership between Gulf Marketing Group (GMG) and the UK-based Frasers Group. 

In addition to Sports Direct, GMG also operates Nike stores, JD Sports and its own sports retail destination, Sun & Sand Sports.