Intersport Sporting Pro: a new British brand supported by Intersport

By

Olivier Guyot

Published
Aug 23, 2013

Just like Nature, the business world abhors a vacuum. Across the Channel, the grass hadn’t even had time to sprout on the grave of JJB Sports before a new name was ready to set itself up in British shopping centers. In September, Intersport Sporting Pro will open its first stores in Great Britain.

According to the British press, the brand, which will rely on a website, plans to open about 15 stores by the end of 2013, mostly in suburban shopping centers. Backing Sporting Pro is Matalan Retail Ltd, a clothing specialist with more than 200 boutiques in suburban and outlying areas.

Most of the first Sporting Pro stores will adjoin Matalan locations. Although these first stores will be less than 500 square meters, subsequent stores may be up to 1300 square meters. And, to demonstrate that it is a worthy challenger to JD Sports and Sport Direct, Sporting Pro has chosen to rely on the powerful Intersport network. It has also enlisted the services of former JJB chief executive Tom Knight, who will establish a direction for the new brand.

Tom Knight has chosen a multisport concept targeting everyone from the recreational athlete to the professional competitor, with a focus on women clients. Running and fitness offerings will also be highlighted. And Sporting Pro is betting on the attractiveness of in-store areas for testing golf, hockey and cricket equipment.

The company will offer items from Nike, Adidas, New Balance, Columbia, Asics, Reebok, Under Armour, Canterbury Head, Berghaus, Babolat, Wilson, Speedo, Raleigh and Onitsuka Tiger, as well as from the Intersport McKinley and ProTouch lines.