SPORT24 has reopened its store at Field’s following a comprehensive upgrade of the retail concept. The reopening reflects the continued investment by retailers at Field’s in modernized formats and enhanced in store experiences.

“The store is one of our key flagship locations, and for SPORT 24 it is important to maintain a strong and attractive store in such an important retail location in Denmark,” says Allan Legardt Jensen, Retail Manager at SPORT24.“The store now also includes several shop in shop concepts.”

SPORT24 has been present at Field’s since 2016. The refurbishment was carried out in two phases to ensure ongoing accessibility for customers throughout the renovation period.

The upgraded concept introduces a new and more contemporary expression, with dark grey ceilings and walls, spotlight lighting in warmer tones and materials selected to create a calm Nordic look. Light wood elements have been incorporated in the entrance portal and interior fixtures, and digital LED screens have been added at key customer touchpoints within the store. The store now features a broader shop in shop offering through collaborations with several established brands, including Adidas Originals, Helly Hansen, Lacoste, New Balance, Virtus, Athlecia, Puma Football, adidas Football and HSHOP. A dedicated sneaker area complements the overall assortment.

Janek Buksi Gram, Center Manager at Field’s, comments: “SPORT24’s upgraded store reflects a broader development we see across Field’s, where retailers continuously invest in their concepts. Together with our retail partners, we work to strengthen the overall customer experience and further develop Denmark’s largest shopping center.”