UK sports fashion giant JD Sports is continuing its Australian expansion strategy, opening its first Sydney CBD flagship location in Pitt Street Mall.
The location covers two floors on the corner of Pitt Street and Sydney Arcade.
It is the largest store for the brand in NSW covering 1,226sqm.
JD Sports Australia's head Hilton Seskin said the new store cements the brand's presence in Australia.
“A Sydney CBD flagship cements our place in the Australian retail market.
“The Australian consumer continues to enjoy the JD brand with it's engaging retail experience and exclusive product.
“The Sydney CBD flagship broadens our reach within an iconic Australian shopping district and allows us to execute a true flagship location in Sydney.”
One of the main features of the Pitt Street store is the elevated launch zones for brands to curate customer experience stations, with major global brands able to reach the Australian consumer directly for campaigns and collections.
It also features an elevated Nike shop-in-shop space featuring new and premium executions, continuing the market leading partnership with the world's biggest sports brand.
On the opening four days, JD will drop some of the Nike heat products and collaborate with the brand on an exclusive sneaker customisation lab.
Consumers will have the opportunity to personalise their recently purchased Air Force 1 sneakers with bespoke design elements.
They will also receive a limited-edition customisable tote bag with any Nike purchase.
The tote features art work from Melbourne illustrator Ellen Porteus.
Porteus' art work will transcend Pitt Street Mall, as customers are invited to interact with a large scale mural inspired by the iconic Air Force 1.
“As a multi-branded, multi-category retailer, we really have the ability to be a one-stop shop for our key customer, we have the best product from leading global brands that was once inaccessible in the Australian market,” Seskin said.
JD Sports launched into Australia in April 2017.
It has since opened 14 stores with Sydney CBD set to make it 15 before the year's end.
The retailer specialises in sports fashion, stocking globally acclaimed brands such as Nike, Adidas, Puma, Fila, Ellesse and more with JD exclusive styles and ranges across key brands in footwear and apparel.