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Sports Direct launches in Al Ain

February 23, 2014 4:50 pm

Sports Direct has established a presence in Al Ain for the first time with the launch of its flagship store in the UAE’s fourth largest city. In a move that promises to support the active lifestyles of Al Ain residents, the UK’s largest sports retailer has opened for business in Wahat Hili Mall, Al Ain’s most recently opened shopping and leisure destination.

Sports Direct business encompasses the growing sector of sports and lifestyle goods retailing, with the company operating around 500 stores worldwide since its inception in 1982. The brand sells global brands such as Nike, Adidas, Puma, Reebok, Dunlop and No Fear, to name just a few, with Wahat Hili Mall saying that its extensive offer of sporting and lifestyle goods make it the destination retailer for those with an active lifestyle.

“The opening of Sports Direct store in Al Ain is great news for the city’s active residents as the company is the largest sports goods retailer in the city. As such, it offers the widest range of sportswear, sporting goods and sporting accessories available here,” said Mohamad El Sabawi, General Manager of Wahat Hili Mall. “This is Wahat Hili Mall’s flagship sports store and it is the first time the brand has had a presence in the city. We are confident that the outlet has something for anyone who enjoys healthy activity, whether indoors or outdoors, passive or active,” he said.

Sports Direct outlet occupies over 6,000 square feet of floor space at Wahat Hili Mall, with the store located opposite the Al Ain branch of Fitness First; an outlet that is part of the largest privately owned health club group in the world. Wahat Hili Mall management believes that the strategic pairing of the two brands will encourage fitness and boost healthy activity in the city.

“Fitness First and Sports Direct are very similar concepts, so it made sense to place them in the same area of the mall,” said El Sabawi. “Fitness First operates over 500 clubs worldwide and has over one million members – they can be said to have truly popularised healthy activity. For their part, Sports Direct have used their extensive bargaining power from being one of the biggest names in sports retailing to keep prices extremely low. The two entities are a natural fit for the health conscious consumer,” he added.

Sports Direct is the latest brand to establish a flagship store presence at Wahat Hili Mall. The mall’s biggest anchor, Géant Hypermarket, occupies over 74,500 square feet of retail space and opened in September last year, with E-Max, the Middle East’s largest electronics chain, following suit and opening their landmark Al Ain outlet in November.

Sports Direct, brought to the UAE by Retailcorp, is located on the second floor of Wahat Hili Mall across from Fitness First and My Play Zone.

For more information please contact:
Khalil Majdalawi
Cicero & Bernay Public Relations
Tel: +971 4 334 2966
Fax: +971 4 334 2977