Best Sports Direct Stores in Australia and Where to Find Them

Shoppers are flocking to try Sports Direct’s first Australian store, which opened at Westfield Fountain Gate, and the brand is already plotting a cautious but ambitious rollout across Australia and New Zealand. If you love big-brand trainers, performance kit and affordable athleisure, here’s what to expect and where to look next.

• Launch buzz: The Fountain Gate opening drew queues and footfall comparable to top-performing international store launches, with footwear proving the hottest category.
• Second store ready: Chatswood Chase in Sydney is confirmed for March, signalling the start of a planned 30-store push in Australia over the next three years.
• Long-term aim: Frasers Group and Accent Group plan more than 100 Sports Direct stores across Australia and New Zealand over the next decade, so locals can expect wider coverage soon.
• Product mix: Expect global brands like Nike and Adidas alongside Sports Direct’s own labels (USA Pro, Karrimor, Sondico), giving a mix of premium and affordable options.
• What to know: Stores focus on footwear, training kit and athleisure; bargains are likely, but try shoes on for fit and comfort as stock can move fast.

Why the Fountain Gate Opening Felt Like a Big Deal

Shoppers formed queues ahead of the Westfield Fountain Gate launch, which instantly made Sports Direct feel like a proper new option for Aussie consumers. The store’s merchandising , a broad, bustling display of trainers and athleisure , felt energetic and slightly chaotic in the best retail way, with the scent of fresh rubber and new fabric in the air. Footfall was reportedly on par with some of Sports Direct’s strongest international openings, a promising sign for local appetite.

Behind the scenes, Accent Group’s involvement is key. The ASX-listed retailer brings local retail know-how and logistics, while Frasers Group supplies global buying power and brand clout. That combination explains why the opening day looked polished but also geared for value-led customers.

Chatswood Chase and the Next 30 Stores: Where and When to Expect Openings

Chatswood Chase in Sydney’s north is already locked in for a March opening, and that’s just the beginning. Sports Direct and Accent plan a steady expansion across major metro areas first, aiming for 30 Australian stores in three years before accelerating further. That means more high-street and shopping-centre locations are likely in the pipeline , think inner suburbs and big malls where sneaker culture and fitness communities collide.

The rollout feels deliberate rather than frenzied. Accent has signalled it wants to scale methodically, learning from each opening and tuning stock to local tastes. For shoppers this should mean better assortments and fewer stock gaps as the chain grows.

What Shoppers Should Expect Inside Each Store

The Fountain Gate store mixes premium global brands with Sports Direct’s own labels, so you’ll find Nike and Adidas beside USA Pro, Karrimor and Sondico. Footwear led early sales, followed by core training apparel and athleisure; accessories and multi-sport items also sold well. That balance makes the stores useful whether you’re kitting out for a marathon or just after weekend jog kit.

Expect value-focused fixtures and plenty of size options. The vibe is practical and busy rather than boutique and quiet; think large aisles, visible markdowns and staff ready to help with sizing. If you’ve ever loved a bargain trainer, this is the kind of place you’ll want to visit.

How This Fits Into Frasers Group’s Global Growth Strategy

Frasers Group has been on an international expansion wave, and Sports Direct’s Australia launch follows earlier rollouts across Europe and Asia. The group has struck deals that promise hundreds of stores in new markets, and the tie-up with Accent accelerates that for Australia and New Zealand. It’s a strategic pairing: Frasers brings supply chain scale and global sourcing, Accent brings local retail muscle and property know-how.

For local retail watchers, the plan to reach more than 100 stores in a decade is credible but measured. It’s a signal that Sports Direct sees long-term demand here for accessible performance wear, but it’s also cautious enough to tweak formats as it learns what Australian shoppers prefer.

Tips for Visiting Your Local Sports Direct and Scoring the Best Finds

Go early on opening weekends if you want the widest size range and best selection, especially for popular trainers. Try shoes on and walk around in them; mid-range models often feel surprisingly premium in-store. Look for in-house labels if you want value, and check the sale rails , early openings often have launch promotions.

If you’re shopping online, compare prices across outlets and use store pickup where available to guarantee your size. And if you’re after a specific brand, ask staff about incoming stock , the chain tends to rotate shipments fast.

Ready to make the most of the new Sports Direct stores? Check current locations and opening dates, and pop by to see whether the fuss matches your trainer taste.