A STORY OF RED AND BLUE

Published: 17/10/2025, by: Alex Courbat

Liverpool is a city built on stories. Stories of resilience, of community, of music, of pride and – maybe above all else – of football. But this story, while it starts with football, is about something bigger. It’s about a new chapter for sport in this city.

This is a place where football isn't just something you watch on the weekend. It's part of who you are. It shapes your childhood, your friendships, your Saturday mornings, your moods, your memories. And for many in this city, there's a question you're asked before you can walk, talk, or even tie your boots: Red or blue?

It's a question that splits dinner tables, barbershops, and entire streets. But it's never just about a colour. To be red in this city means growing up with stories of Shankly and Paisley, of Istanbul miracles and Klopp's fist pumps. To be blue means standing proud behind a club with a legacy stretching back to 1878, of Holy Trinity, of Goodison nights under the floodlights and dreams of the next great moment.

The Merseyside rivalry is one of football's most famous – passionate, fierce, and unrelenting. But it's also unique. It's one of the few derbies where fans can sit side by side in the stands. Where families are divided by shirts but united by loyalty. Where, when all is said and done, the love of the game outweighs everything else. That deep love for the game – and for every game – is exactly why opening our next store here made perfect sense.

Here's the thing about opening a Sports Direct flagship store in Liverpool: we couldn't have planned the symbolism if we tried. Our brand colours? You guessed it – the same two shades that have run through this city for over a century. Whether it’s for Liverpool, Everton (or us), red and blue mean more. They're identity. They're history. They're pride.

And we know this well because we've been part of this city's sporting landscape for years. It’s no secret that here, sport lives everywhere. We’ve seen it. It's in the cages and back alleys where kids try to nutmeg their mates. It's in Sefton Park, Stanley Park, and the muddy corners of Sunday league grounds. It's in the boxing gyms where champions are forged and the early morning runners along the Albert Dock. It's in the basketball courts, the swimming pools and the tennis clubs. It's in the parents on the sidelines, the coaches doing it for the love of it, and for all the athletes who dream big and train even bigger. That’s why we’re opening this flagship store – for everything Scousers do brilliantly.

And inside? You'll find everything from running gear to next-level football experiences, boxing equipment to yoga mats, cycling products to swimming accessories, outdoor essentials to sports tech. From Nike and adidas to Garmin, Everlast and beyond – we've brought together the biggest brands across every sport under one roof. More choice, more brands, more expertise, and more space to find exactly what you need – this is what this flagship means.

So, no matter what gets you going – this is your space. Come in, explore, ask questions, try things on, get inspired. We're here to help you gear up for matchdays, training nights, early morning runs, gym sessions and everything else. Week after week, season after season, rep after rep.

We couldn’t be prouder to open our flagship doors in one of the world’s most iconic sporting cities. A city of legends, of lifelong dreams, and of passion. Whether you're just starting out, still chasing the dream, or helping others reach theirs, for the Reds, the Blues, and everyone in between, come see it for yourself. This is where sports start.