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Originally published by KBC Sports
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September 15, 2026
1h ago

UK-based Sports Direct expands to Africa with new outlet in Nairobi

UK-based Sports Direct expands to Africa with new outlet in Nairobi

UK sports retailer Sports Direct has launched its first African store in Kenya, focusing on partnerships with local athletes and federations to cultivate sporting talent...

✨ Key Highlights

Sports Direct, a UK-based sports retailer, has launched its first African store in Nairobi, Kenya, marking a significant expansion into the continent.

  • The new store offers a wide selection of sportswear and equipment from major international brands like Nike and adidas.
  • Key figures involved include Mary Moraa, 2023 World Champion, and representatives from Sports Direct Africa and Hudson Group.
  • Sports Direct Kenya manager Kieran Murphy highlighted plans for local partnerships, including the upcoming African Cup of Nations finals.

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