UK-based Sports Direct expands to Africa with new outlet in Nairobi

UK-based sports retailer Sports Direct has launched its first African store in Nairobi, Kenya. This new outlet is the first step in expanding the brand's presence in the African continent. The store, situated at the Sarit Centre, focuses on partnering with local athletes and federations to nurture sporting talent. Prior to the launch, Mary Moraa, a 2023 800m world champion, expressed her excitement about the initiative.

Moraa, who has been away from competition for the past year recovering from an injury, noted that the store will provide significant support to both emerging and non-contracted athletes. She shared her enthusiasm about returning to her sport and preparing for her next major campaign, the World Athletics Championships in Beijing, China.

Moraa emphasized that the journey back has been challenging, but it has deepened her appreciation for the sport and taught her the value of patience and persistence. The store offers a wide range of sportswear and equipment from international brands such as Nike, adidas, PUMA, Under Armour, New Balance, ASICS, and Everlast. Hudson Group, in collaboration with Frasers Group, partnered with Sports Direct to introduce the brand to the Kenyan market.

The opening of the first Sports Direct store in Africa marks a significant milestone for Hudson Group and a crucial moment in their partnership with Frasers Group. Kieran Murphy, the Sports Direct Kenya manager, expressed their openness to local partnerships, with the next one potentially being the African Cup of Nations finals in Kenya, Uganda, and Tanzania.

Murphy highlighted that the store will provide a large-format, dedicated sports retail experience, combining leading and more accessible, affordable sports brands. The Sports Direct outlet in Nairobi will serve both Kenyan consumers and the broader East African markets, with additional outlets planned for Galleria Mall in Nairobi, followed by markets in Nigeria and Morocco.