Core Insights - Frasers Group plc has launched a new flagship store in Liverpool, combining Sports Direct and Everlast Gyms+ under one roof, covering 90,000 sq.ft across three stories [1][2] Group 1: Elevation Strategy - Since 2022, Frasers Group has significantly invested in elevating Sports Direct as part of its Elevation Strategy, led by CEO Michael Murray [2] - Over 50% of Sports Direct's stores have been 'elevated' as part of this strategy, with the Liverpool store marking a new phase that integrates shopping and fitness experiences [4] Group 2: Store Features - The flagship store features major sportswear brands like Nike, adidas, and PUMA, with each floor zoned by sport and training type for easy navigation [5] - The store includes the UK's first HYROX Performance Centre, making it a premier location for HYROX training globally [6][7] - Everlast Gyms+ Liverpool offers a holistic fitness experience, integrating performance training, recovery, and nutrition [7][8] Group 3: Consumer-Centric Innovations - The store introduces several consumer-focused concepts, including a Running Concept with gait analysis for personalized footwear recommendations [9] - A dedicated Women's Training Concept has been launched, focusing on women's fitness products in collaboration with major brands [9] - Interactive features include Under Armour's Agility Test and adidas Football Skill Zone, enhancing customer engagement [9] Group 4: Economic Impact - The opening of the flagship store is part of a broader investment strategy in Liverpool, creating over 220 new retail jobs, representing a 213% increase in staffing [11] - This investment is positioned as a significant contribution to the economic and cultural revival of Liverpool's high street [11]