Sports Direct raises its game with £10m Oxford St revamp

Sports Direct, the retailer once known for displaying bargain bins of cheap socks, has completed a £10 million refurbishment of its branch on Oxford Street in central London in its latest attempt to transform its image.

Michael Murray, 31, head of elevation at Frasers Group, said that the revamped store, which reopens today, was “necessary as a sign of intent and to show where the business is going — Oxford Street counts as 50 stores”.

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The 50,000 sq ft, four-storey shop has installed a Fifa video gaming area, holograms that showcase the latest trainers, virtual selfie mirrors that allow children to appear in their favourite team strips and services to personalise football boots with initials and emojis.

The shop also has a “Jumpman zone” linked