Sprinter, the multi-brand sports retailer, opens its most ambitious store to date in Parque Comercial Alcora Plaza de Alcorcón, in Madrid. A great location, which see the launch of a new store format and concept focussed more on experiences, where the consumer will be able to try the products and have the advice of specialists to find the best products for their needs.

The 3,000m2 store will employ 65 people who will support and advise customers at all times in choosing the equipment that best suits their needs.


This store Sprinter is opening is in one of the best retail parks in Spain and the idea is that this store will mark a key milestone for the brand.

An evolution in all senses, from the scope and scale of the format to an expansion of the range of sports products, as well as continuing to reinforce the services and the experience so that the consumer has the best possible shopping experience”. César Cuadrillero, Director of Retail at Sprinter, comments. “To get an idea of the size of the store, Ikea was previously located in the same space, so it will really be a big leap in terms of square metres, allowing us to have much more contact with our customers and enjoy multiple experiences with them”.

Sprinter has been working with London-based brand innovation and creative studio Dalziel & Pow to define and design this new store concept and experience.

The store offer and services have different areas where customers can enjoy their passion first-hand with live experiences that will help them with their purchasing decisions. This sees different spaces with activities and a monthly programme that is updated throughout the year. 

There are 3 areas where people can practice sports and test products: the Running Track, the longest athletics track inside a store in Spain, with a 30-metre straight line where customer can test shoes and compete with other runners. There are specialised treadmills to help choose the best shoes for any running style, and ‘The Stadium’, a place for football lovers to face challenges in front of the goal, not only to try out equipment, but also to take part in competitions and receive prizes, and lastly ‘the Court’, an area for training and improving shots with the best tennis rackets and padel racquets.

In addition to these 3 areas to practice sports, the store has ‘The Studio’, a multi-purpose area that has a monthly programme to connect and meet with other like mined athletes alongside free classes yoga, pilates, training, barre or more, as well as workshops on nutrition and mental health. It is the place where the brand and athletes can enjoy the best personalised experiences together, with exclusive activities for Sprinter Club members.

There is also specific areas for advice and browsing, such as the ‘Sports Lab’, a space with high-tech footprint analysis, in collaboration with Podoactiva, to recommend the most suitable shoe for each athlete. At the ‘Runners Bar’, customers will be able to pick up their sports shoes after selecting their size, brand and model on the interactive screens.

And for the more creative, there is the ‘Custom Shop’, a place to design and personalise  sports t-shirts, with a live screen-printing machine service. There are also additional services such as tennis racquet stringing and sports equipment rental.

“We are excited to be able to share our expertise with athletes in this new experiential store where we can learn from them while playing sports together. We believe that this new way of experiencing retail is very enriching in both senses”, says Álex Lamata, responsible for the sports programming of the space and Director of Sprinter Pass, Sprinter’s online gym “it is the only store in Spain where you can try so many different sports live”.