A new retail concept for boxers and MMA fans has opened on the top floor of Sports Direct-owned retailer Lillywhites in London’s Piccadilly Circus.
Called London Fight Zone, the 800 sq ft space features a comprehensive range of training gear, apparel, footwear and equipment from the likes of Sports Direct brands Lonsdale and Everlast, as well as adidas, Tap Out, Title, UFC, Rival, Cleto Reyes and Queensberry.
The fit-out includes iconic imagery of Muhammad Ali and Henry Cooper, while red brick walls and dumbbell clothing racks create an old school boxing club feel.
“London Fight Zone is a great concept for fighters and for those who enjoy fight training and the associated lifestyle,” says Ian Campbell, general manager at Lonsdale.
“The area is stocked with the leading fight sports brands and the best equipment, making it a destination for all fighting needs.
“We are expecting it to be a huge hit among fans.”
