Sports Direct desired a brand-new transformative space for their new 220-strong creative team in central London. It needed to be compact but high impact.

The new Global Head Office increases innovation and synergy across the Sports Direct brands whilst launching new premium brand Flannels to the public. Over the past year, PENSON has worked closely with Sports Direct to forge a new way forward on these facets to drive operations and staff experience toward the future.

The cultural tempo of Soho hails home for Sports Direct’s dynamic energy. Academy House is a new seven-storey refurbished build on Oxford Street containing four levels of enhanced work and lifestyle culture along with a vibrant rooftop studio and terrace. PENSON worked with Sports Direct to press a cultural reset button and smash the 9-5 for everyone calling the HQ home. The interior experience plays homage to the locality through innovative retail influences, brand immersion and an environment full of distinctive chemistry. The result is a brand-immersed workplace environment that positively raises the brand profile.