INTERSPORT, a global leader in sporting goods retail, has officially announced the global launch of its new football specialist store format, as it continues to pursue a personalized and hyperlocal approach that matches the needs of consumers in its 42 markets round the world.
The kick-off for this new store format occurred on March 27th in Athens, as INTERSPORT Greece opened its new 1,200 square metre football store. Designed as an immersive experience and community hub for local football fans, the store includes features such as an indoor football field, an interactive video football-wall, and a dedicated gaming area. This is in addition to a specialized selection of football equipment from a range of top global brands.
The roll-out of this new format is initially planned in Europe, with a target of launching 10 to 20 stores. Further openings are already planned for 2026.
INTERSPORT Football stores are part of INTERSPORT’s Category Specialist store format, one of five types that form the company’s diverse multi-format approach. The creation of this newest store type is another way for the brand to service the needs of its customers, alongside other pre-existing specialty stores, such as for Running and INTERSPORT Rent for Wintersports.
“We are extremely excited to officially launch this new specialist store format, reinforcing our status as a truly multi-category sports retailer,” said Stephan Schwarz, general manager for category management at INTERSPORT International Corporation GmbH. “This represents our ongoing efforts to keep INTERSPORT at the core of local communities and the heart of sport.”
“INTERSPORT remains committed to creating unique experiences for athletes and sports fans across the globe. The launch of the first football specialist store marks a major milestone for us as part of our wider global roll-out,” added Corinne Gensollen, chairman of INTERSPORT International Corporation GmbH. “Our trust in the INTERSPORT Greece team and their vision for innovation has been a significant driving force behind this ambitious project, which we are confident will set new standards in the football retail industry.”
This new football specialist store is the latest in several recent football partnerships and initiatives for INTERSPORT, including a partnership with EA SPORTS FC™ 25 – with the brand having prominent in-game presence – and the running of ‘FOOTLAB° by INTERSPORT’. A unique community initiative, the latter is a pop-up event designed to give grassroots players an unforgettable experience and an opportunity to try out new products, whilst immersing themselves in their passion for football. Recent events include working with AC Milan and PUMA and running the INTERSPORT FOOTLAB° Final, a rooftop 5-a-side event in Berlin to coincide with the 2024 European Championship.
The move into football-focused retail spaces is also part of INTERSPORT’s ongoing efforts to engage with a range of consumers including GEN-Z, via innovative business models and omnichannel excellence. An important element of this strategic growth comes via INTERSPORT’s “GROW TOGETHER FASTER” strategy, which aims to accelerate growth and enhance consumer engagement through innovative business models and omnichannel excellence.
