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Sports Direct, USC and Game & Belong

Brand new retail destination in the heart of Ballymena
The 35,000 sq ft. site will house Sports Direct, USC, GAME & Belong
New store to open on 6 December
Over 20 jobs created
Sports Direct International PLC, the UK’s number 1 sporting goods retailer, is to open a brand-new multi fascia store in #Ballymena this Friday 6 December as part of its brand elevation programme. The new 35,000 sq ft. store, situated in the Tower Centre, will house Sports Direct, USC Fashion, and GAME as well as a Belong Gaming Arena.
Sports Direct, will boast the very best in sport from brands including Nike, Adidas, Under Armour, Asics and Puma. The unrivalled selection for men, women’s and kids will also include sections dedicated to disciplines such as running, football and outdoor.
Michael Murray, Head of Elevation for SportsDirect.com said: “We are really proud to open this new retail destination in the heart of Ballymena. Our next-generation stores offer customers the biggest brands in sportswear, sports equipment and fashion, all under one roof. As we continue to grow throughout the UK, our ethos and commitment remains the same; we offer customers the biggest and best brands and unrivalled, great value.”
The store will also include a USC streetwear and fashion store. USC, the ultimate ‘House of Brands’, will offer trend focused customers a selection of the season’s premium branded denim, urban fashion, accessories, footwear and beauty. Brands will include Converse, Champion, Levis, Hilfiger Denim, Lacoste, Calvin Klein and Napapijri.
Sam Morrison, owner of the Tower Centre, said: “We are delighted to welcome Sports Direct to the Tower Centre. The scheme is in the heart of Ballymena and forms part of the town’s core retail fabric, so it is a real vote of confidence that another market leading retailer has chosen to become an anchor tenant.’’
The unit will also include GAME, the leading high-street video game retailer alongside a Belong Gaming Arena.
The 38-seat gaming arena will be home to the ‘Ballymena Bears’ tribe bringing a social space for competitive gamers as well as games, consoles, accessories and more to the local community.
The new Ballymena store will replace the existing Sports Direct in the town. Staff will be relocated to the new location and 20 new jobs have been created.