Frasers Group plc, the sporting goods retailer and lifestyle experts are set to open a brand- new multi-fascia store in Portsmouth this weekend, as part of the group’s ongoing elevation programme. The new 51,000 sq. ft store, situated in the Cascades Shopping centre, will feature the brand’s new premium design. It is the very first multi-destination store to house a Sports Direct, USC, Evans and GAME as well as a Belong Gaming Arena all under one roof.

Michael Murray, Head of Elevation for Frasers Group said: “We are really proud to open a new retail destination in Portsmouth. Our next-generation stores offer customers the biggest brands in sportswear, sports equipment and fashion, all under one roof. As we continue to grow throughout the UK, our ethos and commitment remains the same; we offer customers the biggest and best brands and unrivalled product choice.”

As well as being the first store to feature all of the groups sports facias, it will be Sports Direct’s first store to include a range of inclusive mannequins and a sustainability feature wall highlighting the current range of eco-friendly products on offer.


The Sports Direct, will boast the very best in sports from brands including Nike, Adidas, Under Armour, Asics and Puma. The unrivalled selection for men’s, women’s and kid’s will also include sections dedicated to disciplines such as running, football and outdoor.

The store will also include a USC streetwear and fashion store. USC the ultimate ‘House of Brands’, will offer trend focused customers a selection of the season’s premium branded denim, urban fashion, accessories, footwear and beauty. The store will offer a well-versed portfolio of brands including: Converse, Champion, Levi’s, Hilfiger Denim, Lacoste and Calvin Klein.

Murray continues: “This is a major part of Sports Direct’s brand elevation strategy that will see a huge investment in a number of new stores, while upgrading and improving existing ones across the UK. This is the strategic vision of the business as it aims to meet the demands of an ever more sophisticated consumer who is increasingly looking for only the very best brands and an enhanced shopping experience.”

In addition to a Sports Direct and USC, the store will also house GAME, the leading high-street video game retailer alongside a Belong Gaming Arena. The 24-seat e-sports arena will bring a social space for competitive gamers and will be home to the ‘Portsmouth Pirates’ gaming tribe. As well as games, consoles and accessories, the new store along with the Belong gaming arena provides a dedicated space in the town centre which will allow fans to join the growing gaming community.

Evans Cycles will also feature in the new multi destination store, offering a wide selection of bikes, parts, accessories and clothing alongside unrivalled knowledge and how-to advice.